Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
In my last post I made the case that shopper marketing really needs an injection of marketing skills, probably best sourced from the consumer marketing fraternity. My personal experience, together with data from a number of surveys, backs this up. Many shopper marketing teams have been formed in the last few years, so it shouldn’t …
Whilst shopper marketing is finally being seen as a priority for many businesses across Asia, it is clearly hampered in its development by a lack of quality talent. Our recent survey of executives held that a lack of talent, together with a lack of clear business processes, were the two main factors which were holding …
It’s that time of year when a lot of people begin to consider the year ahead – what will they do, once the festivities are but a memory. For many the focus will be on their careers: some happy to develop in their current roles, some looking for a promotion, and some looking for a …
For many shopper marketers, this will be the first time they go into the festive season armed with some decent shopper data. For too long most shopper marketers had little data to go on, but as the recent survey conducted by Nielsen and engage suggests, the number of companies with shopper research in their hands …
Marketers work hard every day to ensure that consumers use their brands. They work hard to fine-tune the product and the branding, ensuring it delivers exactly what consumers want, both functionally and emotionally. They invest in communications and media to ensure that the right messages are delivered to the right consumers to create the right …
Shopper Marketing is growing fast. No matter where you look – The Hub Magazine’s Shopper Marketing Survey or the upcoming survey conducted by engage and Nielsen in Asia – more and more companies are looking to grow their shopper marketing teams. Yet, if the number of calls I get from headhunters or clients looking for …
Recently I was interviewed, together with co-author Toby Desforges for BFM’s Marketing Mojo radio show, as part of our launch activities for our new book, The Shopper Marketing Revolution. See below to listen to our thoughts on how the consumer goods world and consumer goods marketing have changed and the critical distinction brands need to …
You know that feeling when someone makes quite a flippant remark that suddenly makes you realize that they have missed something truly fundamental? It happened to me this week, and I just felt I had to share. Someone said to me that shopper marketing was about satisfying shopper needs – about making it easy for …
Because that’s where shopping starts There was a really great thread on Linked In recently, about the fact that shopper marketing is not the same as in-store marketing. It took a while, but as predictable as sunrise and sunset, someone suggested that if the majority of shopping decisions are made at the point of purchase, …
Booz and Co. have recently published their latest report on shopper marketing which focuses on the opportunities that omni-channel marketing brings. The report makes for interesting reading, although their conclusions and solutions are, one has to say, a little lackluster. I’ll park for a moment my dismay that one of the so-called ‘leading’ papers on …