Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
I read a lot of research reports. I read a lot of articles which quote shopper research. And I find so much of what is presented or written to be misleading, especially the headline of the article or the presentation slide. I coach many individuals who find it difficult to cut through to what reports …
Whilst in the US the term for ‘grocery’ style products is ‘consumer packaged goods’ – or CPG, in the UK and many other parts of the world most grocery items are called “Fast Moving Consumer Goods” (FMCG). A quote from Kimberley Clarke on the unbelievable lead times required for the planning of back to school …
I read this article a little while ago and have been pondering about how to respond. Finally I was spurred to write this by a tweet I saw yesterday that suggested it was OK to “ignore” the consumer in categories such as pet food, baby food and toys. That was my ‘tipping point’. The article …
The worst moment for a shopper marketer, or a key account manager? That moment, when visiting a store, that you realize that your latest activity, launch, listing or campaign isn’t there, or isn’t set up as it should be. Or worse, that moment when the CEO phones up and asks why the new launch isn’t …
In a previous blog I was a little grumpy about the state of shopper marketing. So much happening in-stores that really isn’t that good and so many opportunities for shopper marketers to improve. So what makes good shopper marketing? Well – there is a simple recipe, and here it is, illustrated by a lovely piece …
Shopper Marketing has been buzzing for a while now. The number of articles, companies, expert individuals, consultancies and agencies has exploded. Yet what are we seeing on the ground, in the store? What has changed in the eyes of shoppers? Have shoppers been witness to the quantum shift in activity that a web search on …
Digital really is exciting. It is! Its potential is enormous. Digital has the power to achieve things that in the past marketers could only dream of. Reach, connect, and really engage in a meaningful way with your target market? Check! The ability to really measure the impact of marketing efforts, to be able to track …
A while ago I wrote what ended up being my most popular blog post yet, on the topic of creating shopper insights. It raised lots of questions, lots of comments, but still much of the feedback  focused on how hard people felt it was to actually dig out an “insightâ€. I spend a lot of …
I am probably calling this one too early. Like many extinctions, a long time may pass between the first call of a pundit to the final death knell – but here I go. Price is no longer enough, Mr. Retailer. Time to move on. Sainsbury’s Excellent “Brand Watch” campaign surely is symptomatic of where price …
In a store recently I saw a fabulous case of terrible in-store execution. I wished I’d had this picture when I wrote my recent blog post on compliance. I have no idea how this happened – there are lots of factors that could have contributed – but here is a potential (and completely fictional) scenario …