Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
We’re cutting back on all our shopper research this year: it just tells us stuff we already know, and doesn’t lead to any insight This quote comes from a very senior manager in a very large consumer goods company. As shopper marketing comes of age, and attracts more attention (and funding), it appears that there …
“Puppies are not for Christmas, they are for life… “ An old adage, but one that springs to mind when I think about shopper marketing. Shopper marketers have many opportunities to create exciting campaigns; but it isn’t the big, dazzling ‘one-offs’ that best represent the relationship between a brand and a shopper. The shopper-brand relationship …
Those of you who have been following this blog for a while will know that I’m a passionate supporter of the shopper marketing cause, so you can imagine my discomfort when I read a recent article in Adweek which, in its opening line, suggested that shopper marketing wasn’t “sexy”. I will confess it riled me …
Online is changing the way people shop. Grocery in total may, so far, be less affected, with online retail share of sales still 5% or below in most markets. But parts of the CPG industry are changing rapidly. In China almost 19% of skin care products are now sold online according to Euromonitor. Make no …
My last post focused on poor in-store execution and how much it was costing the industry. But what about the activity that is activated exactly as planned? Even when things are executed perfectly, do activities always deliver the highest value to our brands? I’ve seen plenty of evidence that many well-executed in-store activities don’t deliver …
Whether you are in marketing or sales, poor in-store execution is a problem of nightmare proportions: all of the planning, the late nights, the negotiations, the blood sweat, tears and dollars that go into making a brilliant piece of work come to this: did it actually happen in the store in the way it was supposed …
I’m more than a little worried. One of the core foundations of marketing seems to be wobbling, and this wobble is extremely prevalent in the shopper marketing space. My concern? We’re forgetting what an insight is. As more and more data reaches marketers’ desks you’d think that we’d see more insight, but unfortunately that doesn’t …
I am a big fan of KPIs, and regularly insist that any plan without a clear way of measuring its effectiveness is, well, a bit of a waste of time. KPIs are brilliant, possibly essential, to effective marketing. And yet, it appears, they are also very dangerous. The Harvard Business Review even suggests not setting …
76%. As in ‘76% of purchase decisions are made in-store’. At first glance it might feel almost comforting, its been around for so long. How dangerous could it possibly be? Well that depends on if it is true, and if it is true for you. The answer to the first is, ‘probably not’, and to …
When shopper marketing first became a ‘buzz’ there were lots of people using the term consumer when they really meant shopper, and I would politely, but firmly point out the difference. After many years of beating this drum, I’d have hoped by now that the point about the shopper not being the consumer would, by …