Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
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 …
Unlike my business partner Toby – I actually like shopping. Part of it is that I love a deal, and so whilst on this blog I frequently rail against the discount craziness that retailers and manufacturers conspire to create, I secretly love them. I actually feel I’m getting one over on “big businessâ€, which may …
Not everyone has a shopper insight team. Not everyone has a shopper research budget. Not everyone has a research budget period. So how to get those precious “aha moments” on the cheap? Whilst many of us prefer to have everything backed up by data that isn’t always practical for everyone. And even if you have …
The world of marketing is flooded with data, and with technological advances it is likely that more and more data will become available in the future. Loyalty cards, web traffic data, POS data together with retail audit, tracking and bespoke studies – how do marketers cope with this torrent? Many organizations have responded, in particular …
Marketers of every type spend a lot of money creating conditions so that, really, people should really love to buy our brands. Consumer marketers create awesome products which consumers tell us are just perfect for their needs Shopper marketers analyze the intricacies of the path to purchase, consider all of the touch points, and then …
As Fournaise reiterated in its recent report, CEOs are beginning to get a little fed up with marketers. The apparent cavalier approach to investment has led 75% of CEOs to state that their marketers misunderstand and misuse key terms like results, performance, and ROI. More damning, 65% describe the world that their marketers inhabit as …
A recent report from Catalina talks about how to successfully launch new products and refers to “The Pivotal Consumer” the tiny minority of people who are responsible for the majority of a new products sales. Putting aside that this really should be “The Pivotal Shopper”, the report yields some fabulous data about who buys …
In workshops or at speaking engagements I often quote a figure of 70% of in-store work doesn’t make money. It’s based on a detailed analysis of hundreds of activities and whilst I know that it will be different for every business, we never get challenged. The truth is that the majority of people in …