Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
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 …
It’s a very old adage and it is rolled around by companies and consultants the world over. Even my favorite Management and Marketing guru Peter Drucker has a good quote relating to it: Marketing is the whole business seen from the point of view of its final result, that is, from the customer’s point of …
In my last post I questioned the domination of data and quantified shopper research, and outlined some of the key reasons why qualitative shopper research was perhaps not being used as much. Yet in the same way that qualitative research is valuable in the consumer realm, qualitative shopper research can be priceless for shopper marketers …
With all the hype around Big Data, one could be forgiven for thinking that qualitative research has been retired and put out to pasture. Across the globe, insights teams appear obsessed with numbers and are packed full of analytics people, crunching data in an attempt to deduce the answer to everything. Qualitative research seems to …
Across the globe, trade spend (monies spent with retailers in the course of doing business with them) is escalating. Big retail customers are getting bigger (and that makes them more demanding, and harder to say ‘no’ to). Also, media fragmentation, and the pernicious, hopeful belief that it is possible to influence most shoppers at the point of …
The recently announced Publicis and Omnicom merger will create the largest marketing communications company in the world. In an industry which is no stranger to takeovers, buy-outs and mergers, this one seems to be creating shockwaves. Even Martin Sorrell, CEO of competitor WPP called the move “surprising”. The new company will be huge, with revenues …
Marketing to shoppers – understanding our target market as they shop, and creating activity to change their behavior in a way which will drive consumption of our brands – has many benefits. Organizations with effective shopper marketing in place deliver significantly greater ROI than those that do not employ these strategies (when we interviewed Chris …
With all the talk about retailers responding to the challenges of online by changing the way their stores work, improving service and improving the overall shopping trip, I was looking forward to taking in a few stores on my recent trip back to the UK. The United Kingdom, with its grocery retail dominated by giants …
Because that’s where shopping starts There was a really great thread on Linked In recently, about the fact that shopper marketing is not the same as in-store marketing. It took a while, but as predictable as sunrise and sunset, someone suggested that if the majority of shopping decisions are made at the point of purchase, …