Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
When Toby Desforges and I published ‘The Shopper Marketing Revolution’ last year, we did a number of book launch events. At each event we did a “Q&A” session. And whilst the questions were varied, one question came up again and again. The question was formulated differently on each occasion, but ultimately it came to the …
“The retailer will never say yes to that” is a line that frustrates many marketers, especially shopper marketers, both in brand owners and agencies alike. But are retailers the dark inflexible beasts they are sometimes made out to be? And what can shopper marketers and agencies do to improve their chances of getting retail support …
Improving the retail experience is the talk of the town amongst brands and retailers alike. Spooked by the impact of online and the specter of showrooming, brand managers and retail leaders have worked out that to win at retail, more is required than gathering products together in one convenient place at a killer price. But …
Ask a shopper marketing or shopper insights professional about what they would most like to know about shoppers, and you’ll get a broad range of answers. Some may want to know who their target shopper is; or which stores they shop in. Others may want to know which promotional mechanic is likely to be most …
In my last post I made the case that shopper marketing really needs an injection of marketing skills, probably best sourced from the consumer marketing fraternity. My personal experience, together with data from a number of surveys, backs this up. Many shopper marketing teams have been formed in the last few years, so it shouldn’t …
Whilst shopper marketing is finally being seen as a priority for many businesses across Asia, it is clearly hampered in its development by a lack of quality talent. Our recent survey of executives held that a lack of talent, together with a lack of clear business processes, were the two main factors which were holding …
The world of shopper marketing is becoming ever more competitive. Retail stores are littered with deals, discounts and myriad choices for the shopper. And engaging with that shopper has become more of a challenge too. Winning with shoppers is critical, but is becoming a tough battle to fight. If winning with shoppers is becoming more …
When we work on marketing or shopper marketing projects with clients, we always start at the same point. Whether the challenge is with in-store marketing, trade terms or channel strategy, the starting point is to really understanding future sources of growth, and to do this we need to identify which consumers (and then which shoppers) …
It’s that time of year when a lot of people begin to consider the year ahead – what will they do, once the festivities are but a memory. For many the focus will be on their careers: some happy to develop in their current roles, some looking for a promotion, and some looking for a …
Gut instinct often gets a bad press. In this world of omnipresent data, managers who proudly state that they make decisions based on what their guts tell them these days stand to be vilified. Yet gut instinct is apparently still heavily used – A recent survey by CEB suggests that marketers use data in only 11% of …