Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
A recent post about the dangers of POPAI’s infamous ‘76% of purchase decisions made at the point of purchase’ attracted a lot of comments and debate. The purpose of the post was to highlight to readers that this infamous number has hidden dangers: that the number simply wasn’t true for all shoppers in all categories, …
The consumer goods industry spends a fortune on in-store deals (and proportionally) more in online environments. By some calculations, the amount spent on promotions is significantly bigger than the total profit the company makes. That is a huge cost, and yet, when pressed, the reasons for the spend are a little opaque. Some proudly announce that …
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 …
Anyone who has followed this blog, or attended any conference presentations I’ve made, would get the impression that I’m not a big fan of promotions. Whilst not strictly true, I do believe that the consumer goods industry over-uses promotions; that many of them do not pay back in the short term, and even fewer pay …
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 …
Across the world things are tough for companies, and those in the consumer goods industry are no exceptions. Each piece of good news on the economy seems to be accompanied with ten pieces of bad news: the economy is tough; shoppers are being more choosy, and are willing to sniff out a bargain – yet …
A quick quiz before we get to the questions you need to be asking yourself about promotions. Question 1: Which activity takes up the most time for marketing, trade marketing and sales teams? Answer: Managing promotions (a bonus point for anyone who said “sitting in pointless meetings” 🙂 Question 2: Seventy percent of what type of activity loses …
I’ve recently re-read Booz & Co.’s new survey report on shopper marketing: “Supercharging Shopper Solution Results – Improving Returns Through Shopper Marketing and Trade Promotion Alignment”. As is often the case with Booz reports it is well put together, has some lovely statistics, and draws out a number of key points. Alignment between shopper …
Everyone talks path to purchase these days. It means different things to different people and that’s fine – to us it is a way of understanding a ‘journey’ from an initial idea, or a real or perceived consumption need, to an ultimate purchase that ‘completes the circle’ and fuels those consumption needs. Everyone seems to …
We say it again and again in seminars. Retailers don’t care about your brand. The latest round of “price wars” in the UK should remind us that for all of the talk of collaborative shopper marketing, retailers have their goals, manufacturers have theirs, and retailers will risk the health of a manufacturer’s brand to achieve …