Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
The world of shopper marketing is becoming ever more competitive. Retail stores are littered with deals, discounts and myriad choices for the shopper. And engaging with that shopper has become more of a challenge too. Winning with shoppers is critical, but is becoming a tough battle to fight. If winning with shoppers is becoming more …
When we work on marketing or shopper marketing projects with clients, we always start at the same point. Whether the challenge is with in-store marketing, trade terms or channel strategy, the starting point is to really understanding future sources of growth, and to do this we need to identify which consumers (and then which shoppers) …
It’s that time of year when a lot of people begin to consider the year ahead – what will they do, once the festivities are but a memory. For many the focus will be on their careers: some happy to develop in their current roles, some looking for a promotion, and some looking for a …
Gut instinct often gets a bad press. In this world of omnipresent data, managers who proudly state that they make decisions based on what their guts tell them these days stand to be vilified. Yet gut instinct is apparently still heavily used – A recent survey by CEB suggests that marketers use data in only 11% of …
For many shopper marketers, this will be the first time they go into the festive season armed with some decent shopper data. For too long most shopper marketers had little data to go on, but as the recent survey conducted by Nielsen and engage suggests, the number of companies with shopper research in their hands …
Brand loyalty has always been an enigmatic thing. A holy grail of marketing perhaps; certainly an often elusive goal. Arguably as online options flourish, it becomes a lot easier for shoppers to ‘shop around’. Instead of having to trek from store to store, different and diverse choices are literally in the shoppers’ laps. As Nielsen …
Marketers work hard every day to ensure that consumers use their brands. They work hard to fine-tune the product and the branding, ensuring it delivers exactly what consumers want, both functionally and emotionally. They invest in communications and media to ensure that the right messages are delivered to the right consumers to create the right …
In a recent post I highlighted a number of critical impacts that technology is having, or will have, on the world of consumer goods marketing. Whilst many marketing teams are focusing on new media options offered by social networks, I’ve noticed a significant trend in shopping behavior that has a critical impact on the ways …
Shopper Marketing is growing fast. No matter where you look – The Hub Magazine’s Shopper Marketing Survey or the upcoming survey conducted by engage and Nielsen in Asia – more and more companies are looking to grow their shopper marketing teams. Yet, if the number of calls I get from headhunters or clients looking for …
Recently I was interviewed, together with co-author Toby Desforges for BFM’s Marketing Mojo radio show, as part of our launch activities for our new book, The Shopper Marketing Revolution. See below to listen to our thoughts on how the consumer goods world and consumer goods marketing have changed and the critical distinction brands need to …