Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
There’s a lot of noise around retail media right now. Some of it is justified: it’s a genuinely exciting opportunity to engage shoppers closer to the moment of decision, and it’s a very real new revenue stream for retailers. But it’s also a category of hype that’s ripe for misunderstanding. Over the past couple of …
Retail Media is a big thing in the consumer goods industry, and for good reason. It is a huge opportunity for brands. First, an enhanced opportunity to reach shoppers all the way to the point where they make a purchase decision (and beyond of course). Secondly, the promise of meaningful attribution of sales against marketing …
In many parts of the world, in-store retail media has exploded, with once-reticent retailers now open to full branded bays in every aisle, and displays galore. This rapid increase has brough opportunities, but also high costs. It is rare that I see a branded display that really earns its fee. But this one, from Gillette …
I’m not a big fan of promotions. Well – that’s not strictly true. Some promotions are awesome, adding huge strategic value and moving plenty of volume. But I do believe that the consumer goods industry generally over-uses promotions; that many of them do not pay back in the short term, and even fewer pay back …
There are a number of challenges in creating really effective shopper messaging in-store. But when we work with clients in projects or training workshops, one of the biggest challenges raised is this. How to speak the shoppers language but at the same time stay consistent with the brand’s consumer messaging? We might be able to …
Growing a brand by driving penetration is nothing new. It got a lot more focus after Byron Sharp published ‘How Brands Grow’. But I’ve noticed an interesting quirk in the way marketers interpret ‘driving penetration’ that can lead to significant problems. The challenge? Most marketers when challenged to ‘increase penetration’ automatically focus on recruitment – …
Getting promotional material about your brand located in a different category in a store is, for many shopper marketers, a highly sought-after prize. It is also notoriously difficult to achieve. So, when The Institute of Promotional Marketing posted this example of cross-category in-store signage, it attracted a lot of attention and a lot of well-deserved …
I recently conducted a poll on LinkedIn asking how best to organize products on a shelf. The results were interesting, with the vast majority of respondents suggesting that the merchandising layout should follow the shopper decision tree. And at one level, that makes sense. But there are some significant issues with this approach. Shopper Decision …
Retail is arguably changing faster than ever before. Every market I visit is changing in many ways, and while each country is different, there are a number of unifying trends that are hitting almost everywhere. Yes, the balance between the trends might vary, but each of these is hitting pretty much everywhere to some degree. …
What do you typically expect from a training workshop? Better skills? That would be a start, for sure. But what if you could run a workshop that did much more than that? What if the training workshop built skills? And drove massive additional sales revenue? And profit? What if the workshop delivered a huge return …