Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
I recently conducted a poll on LinkedIn asking how best to organize products on a shelf. The results were interesting, with the vast majority of respondents suggesting that the merchandising layout should follow the shopper decision tree. And at one level, that makes sense. But there are some significant issues with this approach. Shopper Decision …
You’ve got a great brand. Consumers love it. Or they would. IF… If they had it in their hands at the right time: just at the point of consumption. Trouble is, it isn’t available to consume. Why? Because for some reason, a shopper didn’t buy it. Why not? Why not indeed! The most powerful question …
“How much money should I spend on consumer marketing versus shopper marketing?” It’s a question I’m often asked by clients and at conferences. They question is sometimes phrased differently (“what percentage of my spend should go in-store”; “What is the best split between above-the-line and below-the-line spend?”). The answer is “it depends”: every situation is …
I’m often asked why we need shopper marketing (thankfully less now than before). There are many possible answers. The consumer isn’t always the shopper, for one thing. And even if they are the same, their behavior and responses are different. But here is a difference that you might not have thought about: Shopper marketing exists …
Take a look at the displays above. What do they all have in common? Yes, well spotted – they are all significant spirit brands. But that’s not it. And no, they are not all owned by the same company. So what is the connection? They are all a missed opportunity to effectively communicate with shoppers, …
The world of the shopper is changing rapidly, and that means that the playing field shopper marketers compete on is changing rapidly too. Shopper marketing forums, web pages and events buzz with the latest technology, heralding yet more ways for marketers to communicate with their targets. But whilst all of this new technology offers new …
Most shopper marketers would agree that they strive to create effective activity. Yet what do we mean by effective? Often the measure of effectiveness will be ‘did it grow my sales?’. Whilst this is an admirable goal, is that single measure truly adequate to ascertain whether an activity was effective? Consumer marketers would (typically) …
Apparently, men and women are remarkably similar when it comes to shopping. Apparently that means that we can take a one-size-fits-all approach to how we market to shoppers. Really? If that were true, that would be amazing right? Our lives would be so simple! But before you dust off your beach clothes and plan to …
Yes. We’re all in the same boat. 2020 has been an unforgettable year, full of challenges that we couldn’t hope to have been prepared for. But 2021 will be different, in that arguably the biggest challenge of 2021 is DEFINITELY something we can prepare for. We are heading for a significant economic downturn. And in …
Different parts of the world are in different phases of the pandemic, and there have been many differing experiences. But it seems clear that the aftermath of Covid-19 will have at least one common factor globally. A significant economic downturn. As I speak to business leaders of consumer goods companies and retailers alike, it is …