Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
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 …
There has been lots of handwringing around the consumer goods world. It has got harder to engage with shoppers as Covid has hit! Some shoppers are eschewing stores and heading online. Those that go to stores are loitering less, unsurprisingly less keen to linger in a store that they now see as a health risk. …
I’ve been discussing the concept of Shopper Economics for a number of years in workshops, seminars and at conferences. But since I used it in a couple of articles, many people have been in touch asking for more clarity on exactly what is Shopper Economics, and why it is important. And let me tell you, …
When Toby Desforges and I first published “The Shopper Marketing Revolution”, many people asked why we used the word ‘revolution’. When I first talked about “Retail Armageddon” and “Retail Apocalypse” some people wondered, why all the dramatic language? And yet as we look to the future, it appears to me that this language was totally …
This blog is a little different, and is prompted by an interview by Toby Desforges with Jennifer Hale of Coca-Cola from the end of last year. I know you’ve read (or seen and skimmed over!) a hundred blogs with New Year resolutions and predictions, but here is one that is different. I’m going to challenge …
If you work in marketing (whether of the brand, category, shopper or trade variety) you need to be worried. If you are a VP or director of a consumer goods manufacturer, the same goes for you. Your brands are under a sustained assault, and much of the damage is self-inflicted. Discounts and deals are killing …
Article after article outlines the threat e-commerce poses to offline retail. And article after article suggests that somehow a better shopper experience will be a panacea to this pain. Somehow shoppers will be persuaded to continue going to shops by a mixture of fabulous service and cool hi tech gadgets. The status quo can be maintained …
It seems this recent post on the definition of shopper marketing created a bit of a buzz. And not just on which definition was ‘right’. But also on the whole idea of shoppers vs consumers, whether they were different, and what was the difference. The debate clearly showed is that there is no common understanding of …
I often hear or read of the idea that shopper marketing is all about making life easy for shoppers. As a shopper, I certainly get this: too often categories are hard to shop for many reasons. Anything that makes it easy for me to find what I want to buy quickly and simply would be …
In case you hadn’t noticed, things are changing in the world of retail. And not just by a little. They are changing a lot! And at its heart is a revolution in the way shoppers are shopping. If ever there was a rationale for the existence of shopper marketing, this is it, or rather, now …