Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
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 …
If you were to believe what you read in the press (both marketing and otherwise) today’s shoppers are incapable of shopping without their phones. Led by companies such as Google, marketers are led to believe that shoppers find it hard to pick up so much as a can of tomatoes without consulting their social network. …
Using data is becoming more important to marketers. In a recent survey in the UK by Hays 27% of respondents said that data analysis was now the most essential skill in marketing (beating creativity (17%) and being customer-centric (12%) respectively). Further, the most ‘in-demand’ skill was ‘using data to optimize campaigns’ – with 55% of …
It appears that zero-based budgeting for marketing is rapidly becoming a common-place practice. News of major companies such as Unilever transforming their marketing budgeting practices has had a big impact. Now it appears that zero-based budgeting is rapidly becoming a common best-practice. That talk is still focused on marketing budgets, and not (as I have …