Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
The consumer goods industry spends a fortune on in-store deals (and proportionally) more in online environments. By some calculations, the amount spent on promotions is significantly bigger than the total profit the company makes. That is a huge cost, and yet, when pressed, the reasons for the spend are a little opaque. Some proudly announce that …
This week Unilever was again in the press for making big changes to its marketing. Following the drive to zero-based budgeting, and the monster acquisition of Dollar Shave Club, Unilever announced a significant centralization of its marketing structure. Local marketing teams will now report to global marketing teams, rather than up to market GMs, in a …
I’d like to hope that we’re past the point of thinking that shopper marketing equals in-store marketing: that most people in the industry accept that the process of shopping starts before the store. But definitions and points of view stubbornly refuse to change. I could include many links to articles and sites that define shopper …
Insight. It’s a buzzword isn’t it? Can you remember the last time you were in a meeting and the word wasn’t used? Tough isn’t it? (And I’ll admit, I’m probably as guilty as the next person for over-using the word insight). As a word, insight is thrown around liberally to describe all sorts of things: …
The announcement that P&G was apparently turning its back on targeted Facebook ads created a storm in the marketing world, leading to some utterly crazy comments suggesting that targeting and segmentation was in some way suddenly wrong. By coincidence, I’d simultaneously published a post on the merits and benefits of shopper segmentation, and a number …
There are lots of things that make a difference when it comes to getting value from your shopper data, but the single biggest differentiator between lackluster analysis and insight-driving work is shopper segmentation. Segmentation lies at the heart of all good marketing, and shopper marketing is no exception. But why should shopper marketers bother with …
Most organizations we’ve surveyed don’t do much in-store activity evaluation. Those that do typically evaluate activities based on sales uplift. Arguably better than nothing, but it does miss out a key point. To understand the value of shopper marketing or in-store activity, we need to understand the impact of that activity not just on sales, …
There are lots of reports about the level of in-store purchase decisions by shoppers: the best known is probably the report from POPAI. In their 2014 report they suggest that “82% of all shopping decisions (are) made in the store.” While we can all accept that there is a lot of in-store purchase decision making, …
Same day delivery. Omnichannel consistency. Personalization. The list of what shoppers and consumers want is long. What is even more scary for manufacturers and retailers however is not that they just want these things, but that shoppers want them for free. Oh, and lots of low prices too. Consumers and shoppers want it all, for …
Anyone involved in shopper marketing, for agencies or manufacturers, will likely have been frustrated at some point by a retailer who was reluctant to install their brilliant work. Even with a great argument, backed by objective research, retailers can be tough to persuade. Why is this? Sometimes it is simply that implementing and maintaining that shopper …