Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
I’m often asked why we need shopper marketing (thankfully less now than before). There are many possible answers. The consumer isn’t always the shopper, for one thing. And even if they are the same, their behavior and responses are different. But here is a difference that you might not have thought about: Shopper marketing exists …
When I speak at events, conferences or meet with clients, many complain that their shopper marketing funds and retail investment budgets are being spread too thinly and not delivering returns. Sadly, this is going to get worse, not better. Existing retailers are under more pressure than ever as shoppers turn to new retail formats. And …
There is an apparent conundrum in the world of consumer goods marketing. If consumers and shoppers are so enamored, so ‘in love’, with our brands, then why are they prepared to shop at discounters such as Aldi where many of these brands are not even available? Why, if we marketers are building ever closer, ever …
I’ve been asked to present at an upcoming conference – the in-Cosmetics Asia – on the topic of how technology is affecting shoppers, and what impact does that have on brand marketing. Clearly there are lots of gadgets, gizmos and new stuff; some of which will hit and some of which will miss. But beyond …
When shopper marketing first became a ‘buzz’ there were lots of people using the term consumer when they really meant shopper, and I would politely, but firmly point out the difference. After many years of beating this drum, I’d have hoped by now that the point about the shopper not being the consumer would, by …
The Hub Magazine have recently published their latest Shopper Marketing survey and Chris Hoyt has produced an erudite and comprehensive analysis of what the data might tell us about the state of shopper marketing in the United States. Chris sees a story of success and of limitations, which makes for interesting, and thought provoking reading. …
Imagine a situation for me, if you will. Your sales have just dropped by 25%. Brand tracking looks fine. Retail stores looks fine. There is no suggestion that anything has changed in your consumer data. What on earth has happened? Is your data flawed? Maybe it was a short-term blip? Perhaps you would wait to …
I read this article a little while ago and have been pondering about how to respond. Finally I was spurred to write this by a tweet I saw yesterday that suggested it was OK to “ignore” the consumer in categories such as pet food, baby food and toys. That was my ‘tipping point’. The article …
Packaging is one of the most important, and yet often under-valued elements of the marketing communication mix for a CPG company. I was spurred to write this post by a comment on my last blog by Andy Lock – who reminded me of one of my greatest bug bears – packaging. In most businesses, packaging …
There has been a flutter of questions on various blogs and articles about whether shopper marketing is the same as in-store marketing. Shopper marketing appears to still be suffering an identity crisis, and many argue that limiting shopper marketing to “what we do in-store” at least creates a clear remit and boundary for shopper marketing. …