Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
In a recent round-table discussion I facilitated at a conference an interesting debate opened up about the roles of consumer marketers and shopper marketers. After a while the discussion closed in on one key question – who should be the custodian of the brand. Unanimously there was agreement that consumer marketing held this accountability: unanimous …
A little while ago I wrote a post on the pros and cons of investing in secondary locations and how organizations might optimize this sort of activities. Making the secondary location placement relevant to the shopper in the context of shopping the destination category is key. So how well do brands and retailers do in …
For such a relatively young discipline, shopper marketing has managed to collect a fair amount of jargon and language. The concept of a shopper mission has been around for a while (though whilst researching for this blog I failed to find a coherent or acceptable definition for what a shopper mission was). Shopping occasions is …
A month or two ago, few people outside China had ever heard of Xiao Mi. A couple of years ago Xioa Mi – known as the “Chinese Apple” for their apparent copycat approach to the Cupertino company’s products – were not known by many inside China. But suddenly, news that they were now market leaders …
I stumbled across this interesting (and thought provoking) piece over the weekend. It argues that because things change rapidly, business planning is a waste of time, and is arguably dangerous. Having worked at many brand plans, customer plans, channel plans and business plans myself, the idea that the laborious and often painful task could be …
In their recent, excellent (as always) summary of the state of shopper marketing in the USA for The Hub, Chris Hoyt and Nancy Swift identified three key issues which were preventing shopper marketing from flying to the heights it should. The first was the adoption of digital – which struck me as a really interesting …
Marketing and sales teams are spending more and more time and on the acquisition and processing of data. Yet I’m not sure that there is any clear correlation between the amount of data available, and the quantity and the quality of the insight created by these teams. Whilst there are of course many organizations who are …
There has been much written about the impact online shopping is having on traditional physical store retailing: much of it laden with hyperbole (‘retail is dead’). Bricks and Mortar retail isn’t dead and (as highlighted in my last post on In-store Beacons) is beginning to find ways to change stores to add more value to …
They are being heralded as ‘the next big thing’. The technology allows shoppers to be tracked as they shop and for messages and offers to be sent to them, and is being tested extensively by major retailers and manufacturers alike. In-store beacons are touted as a way to massively enhance the shopping experience in bricks …
The retail environment is changing rapidly. New channels, online access and online information have liberated shoppers from the limitations of 20th century retail: the 21st century shopper has more choices about where to buy than ever before. In my last post I outlined the pain that this was causing Big Retail and what those companies were doing, and …