Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
As e-commerce sales eat into physical retail numbers, questions about the viability of offline retail abound. Is this ‘Retail Armageddon’? No – but it is a significant shock to the retail ecosystem. A shock that has implications for retailers and brands alike. There is talk that stores must become ‘experiential’ – but what does that …
“How much money should I spend on consumer marketing versus shopper marketing?” It’s a question I’m often asked by clients and at conferences. They question is sometimes phrased differently (“what percentage of my spend should go in-store”; “What is the best split between above-the-line and below-the-line spend?”). The answer is “it depends”: every situation is …
If you like retail, especially grocery, you are going to love this! If you have a passion for shopper marketing and shoppers in general, this is going to be fun! And if you work in consumer goods, in marketing, sales or trade marketing – check this out now. Because somewhere in this article is the …
What happens when you have a super cool consumer insight, but don’t consider the shopper? Or if you think about the shopper but don’t think about the consumer? A high chance of failure or at best, average. Why? Because we need to win with both consumers and shoppers to be successful. Activating a consumer insight …
I’m often asked why we need shopper marketing (thankfully less now than before). There are many possible answers. The consumer isn’t always the shopper, for one thing. And even if they are the same, their behavior and responses are different. But here is a difference that you might not have thought about: Shopper marketing exists …
Take a look at the displays above. What do they all have in common? Yes, well spotted – they are all significant spirit brands. But that’s not it. And no, they are not all owned by the same company. So what is the connection? They are all a missed opportunity to effectively communicate with shoppers, …
The world of the shopper is changing rapidly, and that means that the playing field shopper marketers compete on is changing rapidly too. Shopper marketing forums, web pages and events buzz with the latest technology, heralding yet more ways for marketers to communicate with their targets. But whilst all of this new technology offers new …
Unless you’ve been living under a rock for the past year (and I know that is sometimes how it has felt!) you will have noticed that consumer and shopper behavior has changed significantly over the last twelve months. One of the challenges we face is to understand which new behaviors will stick, and which will …
Most shopper marketers would agree that they strive to create effective activity. Yet what do we mean by effective? Often the measure of effectiveness will be ‘did it grow my sales?’. Whilst this is an admirable goal, is that single measure truly adequate to ascertain whether an activity was effective? Consumer marketers would (typically) …
Apparently, men and women are remarkably similar when it comes to shopping. Apparently that means that we can take a one-size-fits-all approach to how we market to shoppers. Really? If that were true, that would be amazing right? Our lives would be so simple! But before you dust off your beach clothes and plan to …