Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
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 …
In a recent report Nielsen suggested that the significant changes in shopping behavior I predicted are happening. Shoppers are responding to changes at retail by going to more shops, more frequently, but buying less per trip. This shopping trip fragmentation is turning back the clock on decades of progression towards one-stop shopping. And it is the …