Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
As always, the latest report on shopper marketing from GMA has much to commend it. Some fantastic data about the uptake of shopper marketing amongst the largest consumer goods companies, and some useful insights (e.g key challenges include the ability to integrate consumer and shopper insights). But the key thrust of the document – that …
In a comment to an article on integrating digital into shopper marketing, Matthew Keylock of Dunnhumby argued that “I still struggle with the stubbornly prevailing split between consumer marketing and shopper marketing … they are all people and in the case of many brands they are the same people! You need to understand them through …
We say it again and again in seminars. Retailers don’t care about your brand. The latest round of “price wars” in the UK should remind us that for all of the talk of collaborative shopper marketing, retailers have their goals, manufacturers have theirs, and retailers will risk the health of a manufacturer’s brand to achieve …
Every shopper marketing business has a path to purchase model, even us and most (but not all!) end up with a final step – purchase… And yet it appears that it is in this last step – the point where value is finally delivered – that failures occur in execution. The greatest strategies fall down …
A friend recently introduced me to the fabulous show Extreme Couponing. For those that don’t know it’s a US show which introduces real people who take couponing and discounting to an extreme (hence the title). In THIS CLIP Joyce manages to bag over two hundred dollars of groceries for less than seven bucks. Who is …
In my last post about the Asian Effies (that’s the Asian Marketing Effectiveness Awards, or AME) I remarked on how many agencies seemed to be struggling with the concept of ROI. A recent survey of CEOs by the Fournaise marketing group suggests that perhaps the agencies are not alone. An astounding 73% of CEOs stated …
As mentioned in a previous post, I had the great honor of being asked to join the jury for the Asia Marketing Effectiveness Awards 2011 – a unique opportunity to check the barometer on what the marketing world believes to be the highlights of effectiveness from the last twelve months and to participate in the …
There has been a flutter of questions on various blogs and articles about whether shopper marketing is the same as in-store marketing. Shopper marketing appears to still be suffering an identity crisis, and many argue that limiting shopper marketing to “what we do in-store” at least creates a clear remit and boundary for shopper marketing. …
Posts have been thin on the ground – I’m busy judging entries for the Asian Marketing Effectiveness Awards (more about that later) – but I did notice this article on P&G and the male shopper, and it made me think about my previous post on shoppers and consumers. Proctor and Gamble have quite rightly noticed …
Shopper marketing is about shoppers not retailers. It just struck me. I was scanning an article on Hub magazine; a useful resource if a little US-centric ; about the fact that shopper marketing initiatives and the fact that many of them end up being with the big guy retailers (how many articles quote P&G Wal-Mart …