Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
Judging by the fuss in the wake WPP’s latest results, you’d think that marketing was about to die. The latest results and warnings shouldn’t really haven been a surprise to anyone. But, judging from the tumble taken by the share price, perhaps it was. A cut-back in advertising spend has been on the cards for …
The latest results and warnings emanating from WPP shouldn’t really haven been a surprise to anyone, but, judging from the tumble taken by the share price, perhaps it was. A cut-back in advertising spend has been on the cards for a while, and while Unilever getting spooked by Kraft Heinz may have refocused that business …
At engage, we see a lot of market research – both shopper research and consumer research. Sadly, an awful lot of it is low value. As marketers we are always seeking insight yet often research efforts disappoint. A recent comment on a post got me thinking about this – in a nutshell the comment suggested …
If you work in marketing (whether of the brand, category, shopper or trade variety) you need to be worried. If you are a VP or director of a consumer goods manufacturer, the same goes for you. Your brands are under a sustained assault, and much of the damage is self-inflicted. Discounts and deals are killing …
It’s a tough time to operate hypermarkets and supermarkets. There is a shift in shopping behavior away from big ‘one stop shops’ to more fragmented shopping patterns. And while online is one of the major catalysts of this behavior, painting this as a battle between online and offline stores is misleading. Specialists are growing. Discounters …
Proctor & Gamble (P&G) recently unveiled a new strategy – dubbed “Irresistible Superiority”. On the surface, this feels like marketing 101: creating brands which consumers find irresistible is nothing new. But it becomes far more interesting when you dig into what this actually means. This isn’t just about better quality products. Irresistible superiority is about …
Article after article outlines the threat e-commerce poses to offline retail. And article after article suggests that somehow a better shopper experience will be a panacea to this pain. Somehow shoppers will be persuaded to continue going to shops by a mixture of fabulous service and cool hi tech gadgets. The status quo can be maintained …
Lots is happening in retail. The rise of e-commerce, the continued growth and morphing of discounters and convenience stores. How far will each of these trends go? It’s hard to say. What is clear is that e-commerce can’t meet everyone’s needs – which is why even retailers such as Amazon are experimenting with physical stores. And …
It seems this recent post on the definition of shopper marketing created a bit of a buzz. And not just on which definition was ‘right’. But also on the whole idea of shoppers vs consumers, whether they were different, and what was the difference. The debate clearly showed is that there is no common understanding of …
“Direct To Consumer: That’s really only for the really big companies, isn’t it?†I’m quoting from a recent conversation during a panel discussion with a group of senior executives from the consumer goods industry. We were discussing the fact that some very large consumer goods companies were now making significant Direct To Consumer plays (for …