Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
The internet and conference presentations are full of shopper data soundbites. Apparently shopper behavior can be wrapped up in simple soundbites and generic shopper data such as “24% of shoppers use their mobile when shopping”. Yet in my experience understanding shoppers, and then using that understanding to influence shopping behavior is far from simple. Doing …
Winning with shoppers is key to consumer goods success: I think we can all agree on that. And on the surface, shopper marketing looks pretty straight forward. Stick some activity in a store and a shopper responds… Simple eh? Alas not. Shopper marketing is fiendishly complicated. Deep understanding of shopper behavior is key to shopper …
Yes, I did say consumer. It’s not a mistake! Those of you who have subscribed or followed my posts for some time will know that I am a strong advocate for understanding the differences between consumers and shoppers, so I guess this might seem strange. But I’ll say it again. If you really want to …
A month or two ago, few people outside China had ever heard of Xiao Mi. A couple of years ago Xioa Mi – known as the “Chinese Apple” for their apparent copycat approach to the Cupertino company’s products – were not known by many inside China. But suddenly, news that they were now market leaders …
Marketing and sales teams are spending more and more time and on the acquisition and processing of data. Yet I’m not sure that there is any clear correlation between the amount of data available, and the quantity and the quality of the insight created by these teams. Whilst there are of course many organizations who are …
The retail environment is changing rapidly. New channels, online access and online information have liberated shoppers from the limitations of 20th century retail: the 21st century shopper has more choices about where to buy than ever before. In my last post I outlined the pain that this was causing Big Retail and what those companies were doing, and …
Ask a shopper marketing or shopper insights professional about what they would most like to know about shoppers, and you’ll get a broad range of answers. Some may want to know who their target shopper is; or which stores they shop in. Others may want to know which promotional mechanic is likely to be most …
In my last post I questioned the domination of data and quantified shopper research, and outlined some of the key reasons why qualitative shopper research was perhaps not being used as much. Yet in the same way that qualitative research is valuable in the consumer realm, qualitative shopper research can be priceless for shopper marketers …
I’m more than a little worried. One of the core foundations of marketing seems to be wobbling, and this wobble is extremely prevalent in the shopper marketing space. My concern? We’re forgetting what an insight is. As more and more data reaches marketers’ desks you’d think that we’d see more insight, but unfortunately that doesn’t …
“We’ve done deep dives with the shopper, really understanding her motivations, how she views her role in the home, and how she connects that to the shopping she does for her family” “We followed this up with accompanied shops, observing every step of the shopping journey and then discussing with the shopper afterwards so we …