Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
What do you typically expect from a training workshop? Better skills? That would be a start, for sure. But what if you could run a workshop that did much more than that? What if the training workshop built skills? And drove massive additional sales revenue? And profit? What if the workshop delivered a huge return …
What happens when you have a super cool consumer insight, but don’t consider the shopper? Or if you think about the shopper but don’t think about the consumer? A high chance of failure or at best, average. Why? Because we need to win with both consumers and shoppers to be successful. Activating a consumer insight …
Unless you’ve been living under a rock for the past year (and I know that is sometimes how it has felt!) you will have noticed that consumer and shopper behavior has changed significantly over the last twelve months. One of the challenges we face is to understand which new behaviors will stick, and which will …
Many retailers gather data about the people who shop in their stores. A lot of data. Whether it is transaction data from the point of sales (POS data) or data scraped from loyalty card members. And online retailers are collecting even more data, covering every step shoppers make through their sites. There is no doubt …
We’ve all been there right? We’re watching the presentation from the agency. The data is new, but the conclusions are either something we’ve seen before, or are so blindingly obvious it barely needed researching. Ever been there? Of course you have! But there is a simple little hack you can use with pretty much any …
Shopper behavior has changed radically in 2020. This much is true and has been widely reported (including a number of articles by me!) Many research agencies have been quick to point out that shoppers have swarmed to e-commerce or have returned to doing larger less-frequent shops in supermarkets and hypermarkets. So far, so correct. But …
When I first read this article in Marketing Week (no subscription required), I was a little shocked. Could it really be true that many of the world’s apparent marketing experts were only just learning that perhaps demographic segmentation isn’t the only, or best, way of looking at the world? And then I thought back to …
I wrote recently about the barriers to creating shopper insights (or any insights for that matter!) A lack of training and not having an effective insight process are two of the biggest factors. In addition, people don’t allow enough time, or expect insights to arrive on demand. But even with all of these things in …
There are lots of things that make a difference when it comes to getting value from your shopper data, but the single biggest differentiator between lackluster analysis and insight-driving work is shopper segmentation. Segmentation lies at the heart of all good marketing, and shopper marketing is no exception. But why should shopper marketers bother with …
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, …