Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
I’m not a big fan of promotions. Well – that’s not strictly true. Some promotions are awesome, adding huge strategic value and moving plenty of volume. But I do believe that the consumer goods industry generally over-uses promotions; that many of them do not pay back in the short term, and even fewer pay back …
Getting promotional material about your brand located in a different category in a store is, for many shopper marketers, a highly sought-after prize. It is also notoriously difficult to achieve. So, when The Institute of Promotional Marketing posted this example of cross-category in-store signage, it attracted a lot of attention and a lot of well-deserved …
I recently conducted a poll on LinkedIn asking how best to organize products on a shelf. The results were interesting, with the vast majority of respondents suggesting that the merchandising layout should follow the shopper decision tree. And at one level, that makes sense. But there are some significant issues with this approach. Shopper Decision …
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 …
The world of the shopper is changing rapidly, and that means that the playing field shopper marketers compete on is changing rapidly too. Shopper marketing forums, web pages and events buzz with the latest technology, heralding yet more ways for marketers to communicate with their targets. But whilst all of this new technology offers new …
For all the talk about improving the experience we deliver to shoppers, too many shopping experiences still suck! The trouble with creating a better retail customer experience, is that every shopper wants something a little bit different. None of us are the same. So creating an ‘improved retail customer experience’ is challenging. But there is …
It’s a tough time to operate hypermarkets and supermarkets. There is a shift in shopping behavior away from big ‘one stop shops’ to more fragmented shopping patterns. And while online is one of the major catalysts of this behavior, painting this as a battle between online and offline stores is misleading. Specialists are growing. Discounters …
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 …
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, …