Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
There is a lot of debate among shopper marketers as to whether or not ‘disrupting’ shoppers is a good thing. The word ‘disrupt’ gained a lot of credence a few years ago, but it appears now to be falling out of favor. To quote a recent TNS study: “To broaden product consideration and grow sales, …
It’s never been a more exciting time to be involved in retail or shopper marketing. It’s also never been more dangerous or risky to be marketing a consumer goods brand. The industry is about as dynamic and unpredictable as it has ever been. Discounters are going from strength to strength. E-commerce is booming. Convenience stores …
There was a time that people were skeptical about the value that shopper marketing could bring. Thankfully, those days are over, and as I travel around the world – running workshops, seminars or presenting at conferences – questions are less about whether to join the Shopper Marketing Revolution, and more about how. While every organization …
In a recent report Nielsen suggested that the significant changes in shopping behavior I predicted are happening. Shoppers are responding to changes at retail by going to more shops, more frequently, but buying less per trip. This shopping trip fragmentation is turning back the clock on decades of progression towards one-stop shopping. And it is the …
I was speaking to a client the other day who said, “We’re not too focused on e-commerce right now. It’s only growing by a couple of percentage points a year.†True enough, we were in a market where online is relatively small, and my clients business online was tiny. And despite the myriad articles making often …
I was in conversation recently with a friend who works at a large shopper activation agency, and we were talking about the briefs they receive from clients. I was surprised that in many cases, one of the key goals was ‘to delight shoppers’. Really? Apparently, yes. For many shopper marketers their goal in life is …
I posted recently about the apparent indifference of consumers and shoppers to many brands: a post that created a large number of responses. And perhaps not surprisingly, either. The idea that consumer and shoppers suggest that they would be quite happy without the vast majority of brands should strike a chill into the hearts of …
My good friend and business partner, Toby Desforges, recently published a post suggesting that availability is the most important thing for a shopper marketer. Well, no argument from me on that front. After all, online or in a store, it’s really difficult for a shopper to buy something that isn’t there! I had this in …
2014 was not a good year for Tesco. After decades of fabulous results, awards and plaudits, it all came crashing down. Experts have pointed to Tesco’s many failings: ill-conceived oversees exploits and a high-handed approach to suppliers (not to mention some allegedly dodgy accounting). But the heart of Tesco’s problems lies in missing the biggest …
Oh Tesco, where did it all go wrong? There was a time when Tesco were on top. Shoppers loved them; their lovely stores and heartwarming, funny adverts. They were the darlings of the city. Even suppliers – well perhaps suppliers didn’t love Tesco exactly, but they were respected and seen as one of the better …