Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
A while ago I wrote what ended up being my most popular blog post yet, on the topic of creating shopper insights. It raised lots of questions, lots of comments, but still much of the feedback  focused on how hard people felt it was to actually dig out an “insightâ€. I spend a lot of …
Loyalty is one of those words that is thrown around in marketing circles with incredible regularity, and it appears that it has many meanings for many people. In the same way as the word “strategy” (don’t get me started on that!) loyalty is used all over the place; unfortunately it is rarely used to describe …
A confession. I am, what might be politely called “thrifty” (and what my wife, on occasion, has called “tight”). Thrifty works for me. I don’t see it as an insult. And for thrifty shoppers like me, trips back to the UK these days bring with them an extra thrill – pound shops. Following a recent …
In any disciple, one of the most critical steps to understanding what works and what does not is evaluation. It is essential to drive future improvement, and to enable the separation between activity which is a cost and activity which is an investment (something that delivers a return). The vast majority of the work we …
The store is where shopping happens, yet apparently many managers are “too busy” to visit. Yet there is so much value that can be gleaned from just a small investment in this activity, it’s worth finding ways to make it happen (and there are a few tips on this towards the end of the …
I’ve recently re-read Booz & Co.’s new survey report on shopper marketing: “Supercharging Shopper Solution Results – Improving Returns Through Shopper Marketing and Trade Promotion Alignment”. As is often the case with Booz reports it is well put together, has some lovely statistics, and draws out a number of key points. Alignment between shopper …
I’m reading “Habit” by Dr Neale Martin – enjoying massively and will blog more later. His big idea is that much of human behavior is habitual — and as marketers we often forget this. It’s true and we talk in our workshops of disrupting shopper behavior as one of the goals of shopper marketing. …
This will be short. Promise. There has already been plenty written about how exciting mobile is and I won’t disagree at all. Mobile will, (and is already) revolutionize the way people shop and that will have huge repercussions for the industry and might just precipitate the biggest power shift in retail of our lifetimes. But …
Everyone talks path to purchase these days. It means different things to different people and that’s fine – to us it is a way of understanding a ‘journey’ from an initial idea, or a real or perceived consumption need, to an ultimate purchase that ‘completes the circle’ and fuels those consumption needs. Everyone seems to …
Packaging is one of the most important, and yet often under-valued elements of the marketing communication mix for a CPG company. I was spurred to write this post by a comment on my last blog by Andy Lock – who reminded me of one of my greatest bug bears – packaging. In most businesses, packaging …