Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
“We’ve done deep dives with the shopper, really understanding her motivations, how she views her role in the home, and how she connects that to the shopping she does for her family” “We followed this up with accompanied shops, observing every step of the shopping journey and then discussing with the shopper afterwards so we …
A little while ago I met with a potential client – a highly experienced Director at a blue chip organization. We spoke about shopper marketing and had a great conversation but at the end of it he said (and I’m paraphrasing): “That’s all very well, but I just don’t see it happening. All is see …
Unlike my business partner Toby – I actually like shopping. Part of it is that I love a deal, and so whilst on this blog I frequently rail against the discount craziness that retailers and manufacturers conspire to create, I secretly love them. I actually feel I’m getting one over on “big businessâ€, which may …
Marketers of every type spend a lot of money creating conditions so that, really, people should really love to buy our brands. Consumer marketers create awesome products which consumers tell us are just perfect for their needs Shopper marketers analyze the intricacies of the path to purchase, consider all of the touch points, and then …
Imagine a situation for me, if you will. Your sales have just dropped by 25%. Brand tracking looks fine. Retail stores looks fine. There is no suggestion that anything has changed in your consumer data. What on earth has happened? Is your data flawed? Maybe it was a short-term blip? Perhaps you would wait to …
I read this article a little while ago and have been pondering about how to respond. Finally I was spurred to write this by a tweet I saw yesterday that suggested it was OK to “ignore” the consumer in categories such as pet food, baby food and toys. That was my ‘tipping point’. The article …
The worst moment for a shopper marketer, or a key account manager? That moment, when visiting a store, that you realize that your latest activity, launch, listing or campaign isn’t there, or isn’t set up as it should be. Or worse, that moment when the CEO phones up and asks why the new launch isn’t …
In a previous blog I was a little grumpy about the state of shopper marketing. So much happening in-stores that really isn’t that good and so many opportunities for shopper marketers to improve. So what makes good shopper marketing? Well – there is a simple recipe, and here it is, illustrated by a lovely piece …
Shopper Marketing has been buzzing for a while now. The number of articles, companies, expert individuals, consultancies and agencies has exploded. Yet what are we seeing on the ground, in the store? What has changed in the eyes of shoppers? Have shoppers been witness to the quantum shift in activity that a web search on …
Digital really is exciting. It is! Its potential is enormous. Digital has the power to achieve things that in the past marketers could only dream of. Reach, connect, and really engage in a meaningful way with your target market? Check! The ability to really measure the impact of marketing efforts, to be able to track …