Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
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 …
It was only a matter of time. The news that Tesco has decided to part company with Philip Clarke will surely have raised few eyebrows across the industry. But their choice of a successor, Unilever’s Dave Lewis rather than an insider, is a different tack for Tesco. Given that retail is arguably at its most …
Again and again we poll clients (and agencies) and again and again we come up with the same answers. Despite the apparent increase in the availability of data, too often the effectiveness of shopper marketing activities is simply not measured, or not effectively measured. Despite most shopper marketers having more data available to them than ever before, too many activities …
Shopper marketers are increasingly faced with larger and larger quantities of data. Many shopper roles these days are starting to feel more like analyst jobs rather than insights or marketing, and the overall trend is towards more data being available. One big area of data growth is in retail data. Woolworth in Australia, following their acquisition of Quantium in 2013 …
There was a time when dual merchandising (the siting of your product in a secondary location in a store, in addition to its usual place) was something that every trade marketer or shopper marketer dreamt of. Over the years significant funds have been spent and wasted on getting products to another location in a store. And whilst …
Retail is arguably more dynamic today than it has been for decades, and the rise of the digital shopper is likely to make retail dynamics far more turbulent. As marketers and sales leaders get to grips with the digital shopper and what this means for their consumer and shopper marketing efforts, they should also turn their …
Most clients I speak to are increasing their investment in shopper marketing – most surveys seem to support this. And whilst this is potentially good news, to be effective these investments should be focused on activities which will lead to sustainable, profitable growth. For this to happen, the shopper marketing investment must create a change …
There are many reasons why shopper marketing is being talked about so much at the moment. Unfortunately much of it is hype but beneath it all there are some solid reasons for really investing time and effort into understanding shoppers. Unfortunately for too many these efforts seem still to revolve around the point of …
In the shopper marketing lexicon, shopper missions is a bit of a buzz-phrase. And for good reason – it’s hard to really market to shoppers without really understanding their mission, their purpose, for shopping today. As shopping becomes more complex, understanding shopper missions becomes harder, and arguably more important. So how should the shopper marketing …
The digital revolution is changing many things about how people shop, and in turn how brands market to the online shopper. Whilst there is some fabulous online shopper marketing, overall I’ve been disappointed that so much of the potential power of digital shopper marketing seems to be spent on price and discounting. Online stores focus …