Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
I recently wrote about the characteristics of a great shopper marketer: many agreed that a shopper marketer required a number of great qualities: flexible, analytical, strategic and operational, peace envoy, negotiator and pioneer. But I think I might have missed one: politician. Politics in organizations gets a bad rap: and those that use it excessively …
Every store in the world is different. Sure, chains have similarities, but individual branches are unique, with subtle changes in layout. Each store is in a different physical location, and therefore has a different quantity and mix of shoppers. Our shopper marketing consultancy work clearly demonstrates that getting the right products in the right stores …
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 …