Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
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. …
Shopper marketing has barely established itself in the marketing lexicon and in the halls of consumer goods companies, and yet it seems to be facing a new existential challenge. In this age of digital marketing, the worlds of the consumer and the shopper seem to blur: I can be a consumer one moment and a …
Omni-channel. It’s become a marketing buzzword almost overnight. You find it in retail manifestos and brand strategies the world over. Digital technology has shattered media into myriad shards: consumers and shoppers now want seamless brand experiences in every channel. Makes sense, right? However, I’ve been skeptical about the practicality and even the desirability of omnichannel …
While many people at first thought Amazon dash was an April fool, the reality is that no, it’s real. Now shoppers, at the push of a button, can order their favorite brands and bypass the supermarket completely. Will it succeed, or is it just another technological gimmick which will be all hype and no substance? …
If a shopper marketer was to believe the headlines in the marketing press these days, then mobile shopper marketing is IT. The hype would suggest that today shoppers cannot make a single purchase decision without checking prices, reviews and Facebook opinions on their phones. Line after line of copy suggests that 75%, or 66%, or …
In their recent, excellent (as always) summary of the state of shopper marketing in the USA for The Hub, Chris Hoyt and Nancy Swift identified three key issues which were preventing shopper marketing from flying to the heights it should. The first was the adoption of digital – which struck me as a really interesting …
There has been much written about the impact online shopping is having on traditional physical store retailing: much of it laden with hyperbole (‘retail is dead’). Bricks and Mortar retail isn’t dead and (as highlighted in my last post on In-store Beacons) is beginning to find ways to change stores to add more value to …
Retail is arguably more dynamic today than it has been for decades, and the rise of the digital shopper is likely to make retail dynamics far more turbulent. As marketers and sales leaders get to grips with the digital shopper and what this means for their consumer and shopper marketing efforts, they should also turn their …
The digital revolution is changing many things about how people shop, and in turn how brands market to the online shopper. Whilst there is some fabulous online shopper marketing, overall I’ve been disappointed that so much of the potential power of digital shopper marketing seems to be spent on price and discounting. Online stores focus …
Whilst in the US the term for ‘grocery’ style products is ‘consumer packaged goods’ – or CPG, in the UK and many other parts of the world most grocery items are called “Fast Moving Consumer Goods” (FMCG). A quote from Kimberley Clarke on the unbelievable lead times required for the planning of back to school …