Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
Facebook and Dunnhumby, the data company owned by Tesco and behind Tesco’s Clubcard, have announced a data partnership which promises to be able to connect specific campaigns to in-store shopping behavior. Is this a major step forward to measuring true marketing effectiveness? Is the data trustworthy or valid? How should consumer marketers and shopper marketers …
Unilever announced this week that they will adopt a ‘zero-based’ approach to setting and allocating marketing spend budgets. The announcement met with a reception that surprised me. It was seen as drastic, and an ‘austerity’ approach. Why? Zero-based budgeting is, as far as I can tell, a best-practice approach to managing any spend, so why …
I love marketing with a passion, and always have. I’m utterly convinced of the importance of marketing in driving massive value for businesses, so when I see headlines which comment on the lack of marketers on Executive Boards at most of the largest companies in the world, it does make me wonder why. Why do …
Brand loyalty. It’s a phrase that is bounced around meeting rooms and brand plan presentations every day. We get our data analysts to measure it. Or rather we measure share of throat and we call it loyalty. But are we kidding ourselves? As marketers too often we convince ourselves that our brands are more important …
I posted recently about the apparent indifference of consumers and shoppers to many brands: a post that created a large number of responses. And perhaps not surprisingly, either. The idea that consumer and shoppers suggest that they would be quite happy without the vast majority of brands should strike a chill into the hearts of …
The consumer goods industry has been sleep-walking towards the edge of a cliff for some time. Too many brands and too many retailers have simply been too internally focused, or too comfortable with the cosy status quo to notice that the world around them is changing. Of those that have noticed, a few have begun …
British Airways have drastically reduced the benefits of their loyalty scheme for most travelers. Under pressure Tesco are mooted to be considering ditching Dunnhumby, the operators of its famous Clubcard loyalty scheme. Both businesses are under pressure from low-cost competition. It appears big questions are being asked about the sense and value of these expensive …
Oh Tesco, where did it all go wrong? There was a time when Tesco were on top. Shoppers loved them; their lovely stores and heartwarming, funny adverts. They were the darlings of the city. Even suppliers – well perhaps suppliers didn’t love Tesco exactly, but they were respected and seen as one of the better …
In a recent round-table discussion I facilitated at a conference an interesting debate opened up about the roles of consumer marketers and shopper marketers. After a while the discussion closed in on one key question – who should be the custodian of the brand. Unanimously there was agreement that consumer marketing held this accountability: unanimous …
When we work on marketing or shopper marketing projects with clients, we always start at the same point. Whether the challenge is with in-store marketing, trade terms or channel strategy, the starting point is to really understanding future sources of growth, and to do this we need to identify which consumers (and then which shoppers) …