Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
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 …
Around four years ago I visited a Tesco store in Warrington in the UK, and used it as the basis of a rather scathing blog on the state of Tesco, some of their biggest suppliers, and the state of shopper marketing. The store was bleak, horrible to shop, and devoid of any marketing creativity. Since …
The industry spends a huge amount of money trying to influence shoppers. Unfortunately, much of that is spent on discounts. Nowhere is this more true than in Turkey. I visited Istanbul for the launch of engage Turkey & Middle East recently. Shop after shop, the first thing that I saw as a shopper was a …
Just when you thought things couldn’t get more competitive in the grocery market, Amazon launches Amazon Fresh in the UK. Yes, it’s only in London, but its 130,000 products, next day delivery, and a competitor that seems hell-bent on getting a chunk of the market at any price. So Amazon Fresh is here: what can brands …
The internet and conference presentations are full of shopper data soundbites. Apparently shopper behavior can be wrapped up in simple soundbites and generic shopper data such as “24% of shoppers use their mobile when shopping”. Yet in my experience understanding shoppers, and then using that understanding to influence shopping behavior is far from simple. Doing …
A while ago I wrote a post endorsing Unilever’s move to a zero-based budgeting approach for its marketing spend. It was one of my best-ever read posts (who would have thought that budgeting was such a hot topic!) I argued that Unilever’s move would bring a much more responsive approach to their spend and challenge …