Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
Gut instinct often gets a bad press. In this world of omnipresent data, managers who proudly state that they make decisions based on what their guts tell them these days stand to be vilified. Yet gut instinct is apparently still heavily used – A recent survey by CEB suggests that marketers use data in only 11% of …
The recently announced Publicis and Omnicom merger will create the largest marketing communications company in the world. In an industry which is no stranger to takeovers, buy-outs and mergers, this one seems to be creating shockwaves. Even Martin Sorrell, CEO of competitor WPP called the move “surprising”. The new company will be huge, with revenues …
I am a big fan of KPIs, and regularly insist that any plan without a clear way of measuring its effectiveness is, well, a bit of a waste of time. KPIs are brilliant, possibly essential, to effective marketing. And yet, it appears, they are also very dangerous. The Harvard Business Review even suggests not setting …
76%. As in ‘76% of purchase decisions are made in-store’. At first glance it might feel almost comforting, its been around for so long. How dangerous could it possibly be? Well that depends on if it is true, and if it is true for you. The answer to the first is, ‘probably not’, and to …
I read a neat article from the HBR recently – which argued the point that great marketing works when brands start helping them make purchase decisions. The article uses Amazon and its reviews approach to make the point, but it got me thinking about shopper marketing and whether this was a relevant point beyond environments …
With so much money being poured into stores (be they of the virtual or bricks variety) there is always a danger that some of that money is going to be wasted. But our data suggests up to seventy percent of money spent on promotions is wasted. Message to John Wannamaker – If you thought fifty …
I recently wrote about the characteristics of a great shopper marketer: many agreed that a shopper marketer required a number of great qualities: flexible, analytical, strategic and operational, peace envoy, negotiator and pioneer. But I think I might have missed one: politician. Politics in organizations gets a bad rap: and those that use it excessively …
There have been a recent slew of articles proposing the death of marketing, and each of them using that dramatic headline to propose (typically) a need for marketing to evolve to something (and I’ll paraphrase here) more ‘engaging’. This isn’t new – the concept of CRM is hardly fresh, and re-hashing these arguments from a …
It’s the time of year when it appears as if every publication and blog has a collective ‘moment’ and decides to dust off the crystal ball to see what might be in store for the coming year. This year has been no exception, except that perhaps (for shopper marketing at least) those crystal balls aren’t …
Integration is a bit of a buzz. At engage we have a unique integrated model of marketing which helps connect consumer opportunities to the retailer interface via the in-store world: it is a truly integrated model but when marketing it we hesitate to use the word. Integration has become such a buzz word that it …