Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
Loyalty is one of those words that is thrown around in marketing circles with incredible regularity, and it appears that it has many meanings for many people. In the same way as the word “strategy” (don’t get me started on that!) loyalty is used all over the place; unfortunately it is rarely used to describe …
A confession. I am, what might be politely called “thrifty” (and what my wife, on occasion, has called “tight”). Thrifty works for me. I don’t see it as an insult. And for thrifty shoppers like me, trips back to the UK these days bring with them an extra thrill – pound shops. Following a recent …
How better collaboration can help avoid the negative consequences of our actions Not many people deliberately screw up. Some might, but the vast majority actually do try to do a good job. As a manager, when our team makes mistakes, we learn that our first assumption is that their intentions were good. It helps diffuse …
There is lots of talk about the power of insights in marketing. Most advice I read on shopper marketing talks about the importance of shopper insights driving shopper marketing initiatives. Insights are undoubtedly at the heart of any marketing, including shopper marketing, but a recent conversation made me realize that perhaps there are many people …
In any disciple, one of the most critical steps to understanding what works and what does not is evaluation. It is essential to drive future improvement, and to enable the separation between activity which is a cost and activity which is an investment (something that delivers a return). The vast majority of the work we …
A quick quiz before we get to the questions you need to be asking yourself about promotions. Question 1: Which activity takes up the most time for marketing, trade marketing and sales teams? Answer: Managing promotions (a bonus point for anyone who said “sitting in pointless meetings” 🙂 Question 2: Seventy percent of what type of activity loses …
The store is where shopping happens, yet apparently many managers are “too busy” to visit. Yet there is so much value that can be gleaned from just a small investment in this activity, it’s worth finding ways to make it happen (and there are a few tips on this towards the end of the …
I’ve recently re-read Booz & Co.’s new survey report on shopper marketing: “Supercharging Shopper Solution Results – Improving Returns Through Shopper Marketing and Trade Promotion Alignment”. As is often the case with Booz reports it is well put together, has some lovely statistics, and draws out a number of key points. Alignment between shopper …
I’m reading “Habit” by Dr Neale Martin – enjoying massively and will blog more later. His big idea is that much of human behavior is habitual — and as marketers we often forget this. It’s true and we talk in our workshops of disrupting shopper behavior as one of the goals of shopper marketing. …
I referred to “pinch points” in this blog a couple of weeks ago, and this week experienced them for real. I tried to buy some headphones. Good ones – hundreds of dollars’ worth. For those of you who don’t know me, I love music with a passion, and I travel a lot, and so my headphones …