Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
As always, the latest report on shopper marketing from GMA has much to commend it. Some fantastic data about the uptake of shopper marketing amongst the largest consumer goods companies, and some useful insights (e.g key challenges include the ability to integrate consumer and shopper insights). But the key thrust of the document – that …
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 …
Every shopper marketing business has a path to purchase model, even us and most (but not all!) end up with a final step – purchase… And yet it appears that it is in this last step – the point where value is finally delivered – that failures occur in execution. The greatest strategies fall down …
A friend recently introduced me to the fabulous show Extreme Couponing. For those that don’t know it’s a US show which introduces real people who take couponing and discounting to an extreme (hence the title). In THIS CLIP Joyce manages to bag over two hundred dollars of groceries for less than seven bucks. Who is …
There has been a flutter of questions on various blogs and articles about whether shopper marketing is the same as in-store marketing. Shopper marketing appears to still be suffering an identity crisis, and many argue that limiting shopper marketing to “what we do in-store” at least creates a clear remit and boundary for shopper marketing. …
Shopper marketing is about shoppers not retailers. It just struck me. I was scanning an article on Hub magazine; a useful resource if a little US-centric ; about the fact that shopper marketing initiatives and the fact that many of them end up being with the big guy retailers (how many articles quote P&G Wal-Mart …
A recent article quoted Mariana Sanchez, chief strategy officer Saatchi & Saatchi X showed that up to 35% of grocery and mass-merchandise shoppers are now men (in the US). It got me thinking about how many times marketers make assumptions about who their shopper is, and how often they are wrong. Is the consumer of …
We hear lots of talk about the need to put forth branding efforts in-store, so that you continue to build your brand in the eyes of shoppers. But what do we really mean by in-store branding? And can you really accomplish such a spirited goal within the retail environment? The answer is a resounding “maybe”. …
We hear lots of talk about the need to put forth branding efforts in-store, so that you continue to build your brand in the eyes of shoppers. But what do we really mean by in-store branding? And can you really accomplish such a spirited goal within the retail environment? The answer is a resounding “maybe”. …