Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
As Fournaise reiterated in its recent report, CEOs are beginning to get a little fed up with marketers. The apparent cavalier approach to investment has led 75% of CEOs to state that their marketers misunderstand and misuse key terms like results, performance, and ROI. More damning, 65% describe the world that their marketers inhabit as …
A recent report from Catalina talks about how to successfully launch new products and refers to “The Pivotal Consumer” the tiny minority of people who are responsible for the majority of a new products sales. Putting aside that this really should be “The Pivotal Shopper”, the report yields some fabulous data about who buys …
The worst moment for a shopper marketer, or a key account manager? That moment, when visiting a store, that you realize that your latest activity, launch, listing or campaign isn’t there, or isn’t set up as it should be. Or worse, that moment when the CEO phones up and asks why the new launch isn’t …
I am probably calling this one too early. Like many extinctions, a long time may pass between the first call of a pundit to the final death knell – but here I go. Price is no longer enough, Mr. Retailer. Time to move on. Sainsbury’s Excellent “Brand Watch” campaign surely is symptomatic of where price …
Loyalty is one of those words that is thrown around in marketing circles with incredible regularity, and it appears that it has many meanings for many people. In the same way as the word “strategy” (don’t get me started on that!) loyalty is used all over the place; unfortunately it is rarely used to describe …