Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
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 …
In my last post I referenced The Hub’s latest survey on the state of shopper marketing and this created a fair amount of discussion around where shopper marketing was, and what needs to happen to move it forward. There were a couple of questions about what it takes to create ‘real shopper marketing’ – which …
The Hub Magazine have recently published their latest Shopper Marketing survey and Chris Hoyt has produced an erudite and comprehensive analysis of what the data might tell us about the state of shopper marketing in the United States. Chris sees a story of success and of limitations, which makes for interesting, and thought provoking reading. …
I read a lot and much of it relates to shopper marketing and marketing. I learn lots, and I’d recommend any young or aspiring marketer to read plenty, and read broadly. And over the course of the last few months, I’ve read a series of articles that are telling me something that is apparently deeply …
I read a neat article from the HBR recently – which argued the point that great marketing works when brands start helping them make purchase decisions. The article uses Amazon and its reviews approach to make the point, but it got me thinking about shopper marketing and whether this was a relevant point beyond environments …
With so much money being poured into stores (be they of the virtual or bricks variety) there is always a danger that some of that money is going to be wasted. But our data suggests up to seventy percent of money spent on promotions is wasted. Message to John Wannamaker – If you thought fifty …