Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
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 …
A friend recently introduced me to the fabulous show Extreme Couponing. For those that don’t know it’s a US show which introduces real people who take couponing and discounting to an extreme (hence the title). In THIS CLIP Joyce manages to bag over two hundred dollars of groceries for less than seven bucks. Who is …
In my last post about the Asian Effies (that’s the Asian Marketing Effectiveness Awards, or AME) I remarked on how many agencies seemed to be struggling with the concept of ROI. A recent survey of CEOs by the Fournaise marketing group suggests that perhaps the agencies are not alone. An astounding 73% of CEOs stated …
As mentioned in a previous post, I had the great honor of being asked to join the jury for the Asia Marketing Effectiveness Awards 2011 – a unique opportunity to check the barometer on what the marketing world believes to be the highlights of effectiveness from the last twelve months and to participate in the …
There has been a flutter of questions on various blogs and articles about whether shopper marketing is the same as in-store marketing. Shopper marketing appears to still be suffering an identity crisis, and many argue that limiting shopper marketing to “what we do in-store” at least creates a clear remit and boundary for shopper marketing. …
Posts have been thin on the ground – I’m busy judging entries for the Asian Marketing Effectiveness Awards (more about that later) – but I did notice this article on P&G and the male shopper, and it made me think about my previous post on shoppers and consumers. Proctor and Gamble have quite rightly noticed …
Shopper marketing is about shoppers not retailers. It just struck me. I was scanning an article on Hub magazine; a useful resource if a little US-centric ; about the fact that shopper marketing initiatives and the fact that many of them end up being with the big guy retailers (how many articles quote P&G Wal-Mart …
A recent article quoted Mariana Sanchez, chief strategy officer Saatchi & Saatchi X showed that up to 35% of grocery and mass-merchandise shoppers are now men (in the US). It got me thinking about how many times marketers make assumptions about who their shopper is, and how often they are wrong. Is the consumer of …
We hear lots of talk about the need to put forth branding efforts in-store, so that you continue to build your brand in the eyes of shoppers. But what do we really mean by in-store branding? And can you really accomplish such a spirited goal within the retail environment? The answer is a resounding “maybe”. …