Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
Winning with shoppers is key to consumer goods success: I think we can all agree on that. And on the surface, shopper marketing looks pretty straight forward. Stick some activity in a store and a shopper responds… Simple eh? Alas not. Shopper marketing is fiendishly complicated. Deep understanding of shopper behavior is key to shopper …
My last post argued that often (though not always the case) the role of shopper marketing is to disrupt shopper behavior. This is critical to shopper marketing success: if the shopper doesn’t behave differently, it is unlikely that our results will change. Most marketers I know are looking for growth: and growth means that some …
There is a lot of debate among shopper marketers as to whether or not ‘disrupting’ shoppers is a good thing. The word ‘disrupt’ gained a lot of credence a few years ago, but it appears now to be falling out of favor. To quote a recent TNS study: “To broaden product consideration and grow sales, …
Facebook and Dunnhumby, the data company owned by Tesco and behind Tesco’s Clubcard, have announced a data partnership which promises to be able to connect specific campaigns to in-store shopping behavior. Is this a major step forward to measuring true marketing effectiveness? Is the data trustworthy or valid? How should consumer marketers and shopper marketers …
Those of you who have read my posts for a while will know that I’m not a big fan of in-store promotions. Well, promotions are all in the news again. But this time it is retailers talking about doing fewer in-store promotions, not more. Some large retailers in the UK have announced that they will …
It doesn’t appear to be a good time to be an established bricks and mortar supermarket or superstore retailer. Companies such as Tesco, who a few short years ago appeared to be eternal leaders in their field, now appear to be stumbling. The growth of online shopping, the rise of the convenience store, and in …
It’s never been a more exciting time to be involved in retail or shopper marketing. It’s also never been more dangerous or risky to be marketing a consumer goods brand. The industry is about as dynamic and unpredictable as it has ever been. Discounters are going from strength to strength. E-commerce is booming. Convenience stores …
Most consumer goods companies have a Trade Marketing team. They play various roles, but many in the industry, and in particular those in Trade Marketing, believe that the function can play a more strategic role. In a recent post I highlighted the first step to making Trade Marketing more strategic. But to really make Trade …
There was a time that people were skeptical about the value that shopper marketing could bring. Thankfully, those days are over, and as I travel around the world – running workshops, seminars or presenting at conferences – questions are less about whether to join the Shopper Marketing Revolution, and more about how. While every organization …
Trade Marketing has always been a bit of a strange function. It still defies a clear definition (if anyone can make sense of the , please help!), despite being in existence for decades. The official role it plays varies across companies. And there is always a significant variance between the role trade marketing is supposed to …