Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
Shopper Marketing is definitely a buzz. Expenditure is growing, teams are exploding in size (just check out how many job ads there are in the space!). This is good news for the consumer goods industry; there is a need to move on to a more effective model – but it does beg the question – …
We’re cutting back on all our shopper research this year: it just tells us stuff we already know, and doesn’t lead to any insight This quote comes from a very senior manager in a very large consumer goods company. As shopper marketing comes of age, and attracts more attention (and funding), it appears that there …
“Puppies are not for Christmas, they are for life… “ An old adage, but one that springs to mind when I think about shopper marketing. Shopper marketers have many opportunities to create exciting campaigns; but it isn’t the big, dazzling ‘one-offs’ that best represent the relationship between a brand and a shopper. The shopper-brand relationship …
Those of you who have been following this blog for a while will know that I’m a passionate supporter of the shopper marketing cause, so you can imagine my discomfort when I read a recent article in Adweek which, in its opening line, suggested that shopper marketing wasn’t “sexy”. I will confess it riled me …
Online is changing the way people shop. Grocery in total may, so far, be less affected, with online retail share of sales still 5% or below in most markets. But parts of the CPG industry are changing rapidly. In China almost 19% of skin care products are now sold online according to Euromonitor. Make no …
My last post focused on poor in-store execution and how much it was costing the industry. But what about the activity that is activated exactly as planned? Even when things are executed perfectly, do activities always deliver the highest value to our brands? I’ve seen plenty of evidence that many well-executed in-store activities don’t deliver …
76%. As in ‘76% of purchase decisions are made in-store’. At first glance it might feel almost comforting, its been around for so long. How dangerous could it possibly be? Well that depends on if it is true, and if it is true for you. The answer to the first is, ‘probably not’, and to …
When shopper marketing first became a ‘buzz’ there were lots of people using the term consumer when they really meant shopper, and I would politely, but firmly point out the difference. After many years of beating this drum, I’d have hoped by now that the point about the shopper not being the consumer would, by …
In my last post I referenced The Hub’s latest survey on the state of shopper marketing and this created a fair amount of discussion around where shopper marketing was, and what needs to happen to move it forward. There were a couple of questions about what it takes to create ‘real shopper marketing’ – which …
The Hub Magazine have recently published their latest Shopper Marketing survey and Chris Hoyt has produced an erudite and comprehensive analysis of what the data might tell us about the state of shopper marketing in the United States. Chris sees a story of success and of limitations, which makes for interesting, and thought provoking reading. …