Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
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 …
I’ve been asked to present at an upcoming conference – the in-Cosmetics Asia – on the topic of how technology is affecting shoppers, and what impact does that have on brand marketing. Clearly there are lots of gadgets, gizmos and new stuff; some of which will hit and some of which will miss. But beyond …
You know that feeling when someone makes quite a flippant remark that suddenly makes you realize that they have missed something truly fundamental? It happened to me this week, and I just felt I had to share. Someone said to me that shopper marketing was about satisfying shopper needs – about making it easy for …
Anyone who has followed this blog, or attended any conference presentations I’ve made, would get the impression that I’m not a big fan of promotions. Whilst not strictly true, I do believe that the consumer goods industry over-uses promotions; that many of them do not pay back in the short term, and even fewer pay …
My post last week on the importance of knowing what was in-store at the time of research fieldwork generated some fabulous feedback across a number of LinkedIn groups, and one particular question resonated. What can be done, at the beginning of a shopper research project, to improve the chances of the work leading to action? …
At engage, we get to see a lot of shopper research. We commission research on behalf of our clients regularly, but often we are handed over research reports soon after the work has been commissioned, and we help our clients derive insight and strategy from the work. Often the studies involve in-store research: observations, exit …