Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
It’s the beginning of the year and often this is a time for change. Survey after survey suggests that consumer goods companies are expanding their shopper marketing teams, and maybe there are lots of people out there considering a career in one of the fastest areas of the marketing arena. But if you’re recruiting, what …
There have been a recent slew of articles proposing the death of marketing, and each of them using that dramatic headline to propose (typically) a need for marketing to evolve to something (and I’ll paraphrase here) more ‘engaging’. This isn’t new – the concept of CRM is hardly fresh, and re-hashing these arguments from a …
It’s the time of year when it appears as if every publication and blog has a collective ‘moment’ and decides to dust off the crystal ball to see what might be in store for the coming year. This year has been no exception, except that perhaps (for shopper marketing at least) those crystal balls aren’t …
If there is one thing that, for me, explains what shopper marketing is about and which makes it different from its possible antecedents in trade marketing or category management, it is the concept of targeting. Targeting is at the heart of all marketing: if the definition of marketing (let’s use the Chartered Institute of Marketing …
“We’ve done deep dives with the shopper, really understanding her motivations, how she views her role in the home, and how she connects that to the shopping she does for her family” “We followed this up with accompanied shops, observing every step of the shopping journey and then discussing with the shopper afterwards so we …
I’ve billed this blog with a big title – and to any of you in the research community perhaps I’m over-promising. To some of you this will be obvious, and something that you knew ages ago. I’ve known it for ages too. But here’s the thing, and here’s why it’s worth all you shopper research …
Many marketers have historically been rather spoilt from a data availability point of view. Whilst I know that many marketers out there survive with virtually no real data, on the whole the consumer marketing guys have always had more than their fair share. Even the most data starved marketer is typically feasting at the equivalent …
Whenever we start a project, the first thing we do is a thorough audit of what data, reports and insights the organization already has. We do this because experience tells us that really great insight rarely comes from one piece of work; it most often comes from amalgamating data and input from all sorts of …
A little while ago I met with a potential client – a highly experienced Director at a blue chip organization. We spoke about shopper marketing and had a great conversation but at the end of it he said (and I’m paraphrasing): “That’s all very well, but I just don’t see it happening. All is see …
Integration is a bit of a buzz. At engage we have a unique integrated model of marketing which helps connect consumer opportunities to the retailer interface via the in-store world: it is a truly integrated model but when marketing it we hesitate to use the word. Integration has become such a buzz word that it …