Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
This will be short. Promise. There has already been plenty written about how exciting mobile is and I won’t disagree at all. Mobile will, (and is already) revolutionize the way people shop and that will have huge repercussions for the industry and might just precipitate the biggest power shift in retail of our lifetimes. But …
Everyone talks path to purchase these days. It means different things to different people and that’s fine – to us it is a way of understanding a ‘journey’ from an initial idea, or a real or perceived consumption need, to an ultimate purchase that ‘completes the circle’ and fuels those consumption needs. Everyone seems to …
Packaging is one of the most important, and yet often under-valued elements of the marketing communication mix for a CPG company. I was spurred to write this post by a comment on my last blog by Andy Lock – who reminded me of one of my greatest bug bears – packaging. In most businesses, packaging …
Channels have been on my mind this week. Not just because I was in Jakarta running a workshop with a client on Channel Strategy : but because every news story I read seemed to be about channel fragmentation and proliferation: small store formats from big box retailers;online retailers such as Amazon opening up bricks and …
In a world where retail behemoths seem sometimes to be taking over, Vietnam can often seem like a breath of fresh air. Whilst Makro and Casino have a presence, and convenience store chains such as Circle K are experimenting, this is a market where big global retail has not yet taken over. And whilst complex …
It will be interesting to see how 2012 pans out, and even more interesting to see how it is viewed years from now. It’s still January and yet apparently Tesco is wobbling, Carrefour is in crisis and social and mobile technology is crippling retail. Even Wal-Mart appear to need a new direction I’d love to …
As always, the latest report on shopper marketing from GMA has much to commend it. Some fantastic data about the uptake of shopper marketing amongst the largest consumer goods companies, and some useful insights (e.g key challenges include the ability to integrate consumer and shopper insights). But the key thrust of the document – that …
In a comment to an article on integrating digital into shopper marketing, Matthew Keylock of Dunnhumby argued that “I still struggle with the stubbornly prevailing split between consumer marketing and shopper marketing … they are all people and in the case of many brands they are the same people! You need to understand them through …
We say it again and again in seminars. Retailers don’t care about your brand. The latest round of “price wars” in the UK should remind us that for all of the talk of collaborative shopper marketing, retailers have their goals, manufacturers have theirs, and retailers will risk the health of a manufacturer’s brand to achieve …
Every shopper marketing business has a path to purchase model, even us and most (but not all!) end up with a final step – purchase… And yet it appears that it is in this last step – the point where value is finally delivered – that failures occur in execution. The greatest strategies fall down …