Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
Most consumer goods companies have a Trade Marketing team. They play various roles, but many in the industry, and in particular those in Trade Marketing, believe that the function can play a more strategic role. In a recent post I highlighted the first step to making Trade Marketing more strategic. But to really make Trade …
Trade Marketing has always been a bit of a strange function. It still defies a clear definition (if anyone can make sense of the , please help!), despite being in existence for decades. The official role it plays varies across companies. And there is always a significant variance between the role trade marketing is supposed to …
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 …
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 …
As always, the latest report on shopper marketing from GMA has much to commend it. Some fantastic data about the uptake of shopper marketing amongst the largest consumer goods companies, and some useful insights (e.g key challenges include the ability to integrate consumer and shopper insights). But the key thrust of the document – that …