Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
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, …
Booz and Co. have recently published their latest report on shopper marketing which focuses on the opportunities that omni-channel marketing brings. The report makes for interesting reading, although their conclusions and solutions are, one has to say, a little lackluster. I’ll park for a moment my dismay that one of the so-called ‘leading’ papers on …
Shopper Marketing is definitely a buzz. Expenditure is growing, teams are exploding in size (just check out how many job ads there are in the space!). This is good news for the consumer goods industry; there is a need to move on to a more effective model – but it does beg the question – …
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 …