Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
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, …
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 …
My last post argued that often (though not always the case) the role of shopper marketing is to disrupt shopper behavior. This is critical to shopper marketing success: if the shopper doesn’t behave differently, it is unlikely that our results will change. Most marketers I know are looking for growth: and growth means that some …
Those of you who have read my posts for a while will know that I’m not a big fan of in-store promotions. Well, promotions are all in the news again. But this time it is retailers talking about doing fewer in-store promotions, not more. Some large retailers in the UK have announced that they will …
A little while ago I wrote a post on the pros and cons of investing in secondary locations and how organizations might optimize this sort of activities. Making the secondary location placement relevant to the shopper in the context of shopping the destination category is key. So how well do brands and retailers do in …
In a recent post I highlighted a number of critical impacts that technology is having, or will have, on the world of consumer goods marketing. Whilst many marketing teams are focusing on new media options offered by social networks, I’ve noticed a significant trend in shopping behavior that has a critical impact on the ways …
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 …
Because that’s where shopping starts There was a really great thread on Linked In recently, about the fact that shopper marketing is not the same as in-store marketing. It took a while, but as predictable as sunrise and sunset, someone suggested that if the majority of shopping decisions are made at the point of purchase, …
“Puppies are not for Christmas, they are for life… “ An old adage, but one that springs to mind when I think about shopper marketing. Shopper marketers have many opportunities to create exciting campaigns; but it isn’t the big, dazzling ‘one-offs’ that best represent the relationship between a brand and a shopper. The shopper-brand relationship …