Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
For a very long time, retailers have been able, to a greater or lesser extent, to call the shots in their relationships with suppliers. The scale of big retail, and the lack of alternative ways to get product to shoppers, gave them a significant advantage in their negotiations and dealings. But online shopping changes all …
For such a relatively young discipline, shopper marketing has managed to collect a fair amount of jargon and language. The concept of a shopper mission has been around for a while (though whilst researching for this blog I failed to find a coherent or acceptable definition for what a shopper mission was). Shopping occasions is …
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 …
There was a time when dual merchandising (the siting of your product in a secondary location in a store, in addition to its usual place) was something that every trade marketer or shopper marketer dreamt of. Over the years significant funds have been spent and wasted on getting products to another location in a store. And whilst …
Most clients I speak to are increasing their investment in shopper marketing – most surveys seem to support this. And whilst this is potentially good news, to be effective these investments should be focused on activities which will lead to sustainable, profitable growth. For this to happen, the shopper marketing investment must create a change …
In the shopper marketing lexicon, shopper missions is a bit of a buzz-phrase. And for good reason – it’s hard to really market to shoppers without really understanding their mission, their purpose, for shopping today. As shopping becomes more complex, understanding shopper missions becomes harder, and arguably more important. So how should the shopper marketing …
Shopper marketing has the potential to transform the performance of consumer goods companies. Unfortunately this potential is being missed by many as whilst shopper marketing is becoming ubiquitous, effective shopper marketing is still too often elusive. Whilst the digital revolution is changing shopping in ways that are hard to fathom, much of the action focuses …
When Toby Desforges and I published ‘The Shopper Marketing Revolution’ last year, we did a number of book launch events. At each event we did a “Q&A” session. And whilst the questions were varied, one question came up again and again. The question was formulated differently on each occasion, but ultimately it came to the …
“The retailer will never say yes to that” is a line that frustrates many marketers, especially shopper marketers, both in brand owners and agencies alike. But are retailers the dark inflexible beasts they are sometimes made out to be? And what can shopper marketers and agencies do to improve their chances of getting retail support …
Improving the retail experience is the talk of the town amongst brands and retailers alike. Spooked by the impact of online and the specter of showrooming, brand managers and retail leaders have worked out that to win at retail, more is required than gathering products together in one convenient place at a killer price. But …