Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
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 …
Last week I wrote a post about in-store availability – highlighting the fact that around one in twelve products are out of stock in stores. It created a lot of comments, all agreeing that making products available to shoppers should be a very high priority for retailers and brands alike. This begs the question – …
As we enter a new year, the rush of ‘five things you need to do’ articles is well underway. As I sift through the shopper marketing and retail articles in my feed, it seems that most writers are convinced that there is much that brands and retailers must to to improve the shopper experience. For …
A recent post about the dangers of POPAI’s infamous ‘76% of purchase decisions made at the point of purchase’ attracted a lot of comments and debate. The purpose of the post was to highlight to readers that this infamous number has hidden dangers: that the number simply wasn’t true for all shoppers in all categories, …
There has been plenty of hyperbole following the announcement of Amazon Go – Amazon’s innovation which completely removes the need for checkouts and manual scanning of products. Questions of how practical the solution is, how expensive it is, and so on. And there has been plenty of hyperbole suggesting that Amazon Go alone will change grocery …
Amazon Go was announced last week: a potentially huge game-changer in off-line retail. For those of you who haven’t seen it, the concept is really simple. Products don’t have to be scanned. You pick them up, put them in your bag, and walk out of the door. Your smartphone captures everything you buy, and charges …