Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
There is an apparent conundrum in the world of consumer goods marketing. If consumers and shoppers are so enamored, so ‘in love’, with our brands, then why are they prepared to shop at discounters such as Aldi where many of these brands are not even available? Why, if we marketers are building ever closer, ever …
In the last six months of so there has been much commentary about Tesco’s difficulties, including a number of posts by me. One of the questions I have been asked many times since is “Why didn’t ClubCard (Tesco’s loyalty card scheme) data warn them? Why didn’t big data help? Surely a retailer as sophisticated as …
In the past few months I’ve written a number of posts criticizing some of the largest retailers in the world for being slow to adapt to changing shopping habits. Shoppers are definitely changing, shopping trips are fragmenting, yet too many stores I visit look pretty much the same as they did ten years ago (perhaps …
Coupons. I’d have hoped by now that coupons would have ceased to exist. Hoped that the horror of TV shows such as Extreme Couponing would have convinced marketers that they were pouring money away. But no. Latest data suggests that more money is being spent on coupons that ever before. Why? Because as marketers we …
My good friend and business partner, Toby Desforges, recently published a post suggesting that availability is the most important thing for a shopper marketer. Well, no argument from me on that front. After all, online or in a store, it’s really difficult for a shopper to buy something that isn’t there! I had this in …
Take a look at that! In-store bakery, gorgeous fruit and vegetables. Doesn’t that produce look good? Much better than shopping in one of those horrible discounters eh? Well, no. These images are all from those ‘horrible discounters’. The truth is that while major chain supermarkets are scurrying to compete on price, the discounters are quietly …
Many companies spend small fortunes on market research every year, and while much of this research is valuable, and helps many smart marketers achieve amazing things for their companies, a lot of it is wasted. ‘We didn’t learn anything new’; ‘there was nothing actionable’; ‘the agency didn’t really do their job’; are all quotes I’ve …
Omni-channel. It’s become a marketing buzzword almost overnight. You find it in retail manifestos and brand strategies the world over. Digital technology has shattered media into myriad shards: consumers and shoppers now want seamless brand experiences in every channel. Makes sense, right? However, I’ve been skeptical about the practicality and even the desirability of omnichannel …
Aldi, and so-called hard discounters like them, are taking the world by storm. From their German heartland they are charging across the globe, taking significant share in neighboring markets such as the UK and Ireland, as well as challenging the long-standing grocery duopoly in Australia. Even the United States, which has withstood many retail invasions, …
While many people at first thought Amazon dash was an April fool, the reality is that no, it’s real. Now shoppers, at the push of a button, can order their favorite brands and bypass the supermarket completely. Will it succeed, or is it just another technological gimmick which will be all hype and no substance? …