Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
I read a lot and much of it relates to shopper marketing and marketing. I learn lots, and I’d recommend any young or aspiring marketer to read plenty, and read broadly. And over the course of the last few months, I’ve read a series of articles that are telling me something that is apparently deeply …
I read a neat article from the HBR recently – which argued the point that great marketing works when brands start helping them make purchase decisions. The article uses Amazon and its reviews approach to make the point, but it got me thinking about shopper marketing and whether this was a relevant point beyond environments …
With so much money being poured into stores (be they of the virtual or bricks variety) there is always a danger that some of that money is going to be wasted. But our data suggests up to seventy percent of money spent on promotions is wasted. Message to John Wannamaker – If you thought fifty …
Be careful what you wish for, shoppers There are a number of technologies which enable or enhance the in-home shopping experience – a little while ago I read a super blog which lists out an array of shopper technology such as virtual stores and virtual changing rooms, all designed to enhance the shopping experience. Sometimes …
I recently wrote about the characteristics of a great shopper marketer: many agreed that a shopper marketer required a number of great qualities: flexible, analytical, strategic and operational, peace envoy, negotiator and pioneer. But I think I might have missed one: politician. Politics in organizations gets a bad rap: and those that use it excessively …
Every store in the world is different. Sure, chains have similarities, but individual branches are unique, with subtle changes in layout. Each store is in a different physical location, and therefore has a different quantity and mix of shoppers. Our shopper marketing consultancy work clearly demonstrates that getting the right products in the right stores …
It’s the beginning of the year and often this is a time for change. Survey after survey suggests that consumer goods companies are expanding their shopper marketing teams, and maybe there are lots of people out there considering a career in one of the fastest areas of the marketing arena. But if you’re recruiting, what …
There have been a recent slew of articles proposing the death of marketing, and each of them using that dramatic headline to propose (typically) a need for marketing to evolve to something (and I’ll paraphrase here) more ‘engaging’. This isn’t new – the concept of CRM is hardly fresh, and re-hashing these arguments from a …
It’s the time of year when it appears as if every publication and blog has a collective ‘moment’ and decides to dust off the crystal ball to see what might be in store for the coming year. This year has been no exception, except that perhaps (for shopper marketing at least) those crystal balls aren’t …
If there is one thing that, for me, explains what shopper marketing is about and which makes it different from its possible antecedents in trade marketing or category management, it is the concept of targeting. Targeting is at the heart of all marketing: if the definition of marketing (let’s use the Chartered Institute of Marketing …