Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
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 …
Imagine a situation for me, if you will. Your sales have just dropped by 25%. Brand tracking looks fine. Retail stores looks fine. There is no suggestion that anything has changed in your consumer data. What on earth has happened? Is your data flawed? Maybe it was a short-term blip? Perhaps you would wait to …
I read a lot of research reports. I read a lot of articles which quote shopper research. And I find so much of what is presented or written to be misleading, especially the headline of the article or the presentation slide. I coach many individuals who find it difficult to cut through to what reports …
Whilst in the US the term for ‘grocery’ style products is ‘consumer packaged goods’ – or CPG, in the UK and many other parts of the world most grocery items are called “Fast Moving Consumer Goods” (FMCG). A quote from Kimberley Clarke on the unbelievable lead times required for the planning of back to school …