Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
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 …
Shopper marketing has the potential to transform the performance of consumer goods companies. Unfortunately this potential is being missed by many as whilst shopper marketing is becoming ubiquitous, effective shopper marketing is still too often elusive. Whilst the digital revolution is changing shopping in ways that are hard to fathom, much of the action focuses …
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 …