Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
Using data is becoming more important to marketers. In a recent survey in the UK by Hays 27% of respondents said that data analysis was now the most essential skill in marketing (beating creativity (17%) and being customer-centric (12%) respectively). Further, the most ‘in-demand’ skill was ‘using data to optimize campaigns’ – with 55% of …
It appears that zero-based budgeting for marketing is rapidly becoming a common-place practice. News of major companies such as Unilever transforming their marketing budgeting practices has had a big impact. Now it appears that zero-based budgeting is rapidly becoming a common best-practice. That talk is still focused on marketing budgets, and not (as I have …
I’d like to hope that we’re past the point of thinking that shopper marketing equals in-store marketing: that most people in the industry accept that the process of shopping starts before the store. But definitions and points of view stubbornly refuse to change. I could include many links to articles and sites that define shopper …
Insight. It’s a buzzword isn’t it? Can you remember the last time you were in a meeting and the word wasn’t used? Tough isn’t it? (And I’ll admit, I’m probably as guilty as the next person for over-using the word insight). As a word, insight is thrown around liberally to describe all sorts of things: …
The announcement that P&G was apparently turning its back on targeted Facebook ads created a storm in the marketing world, leading to some utterly crazy comments suggesting that targeting and segmentation was in some way suddenly wrong. By coincidence, I’d simultaneously published a post on the merits and benefits of shopper segmentation, and a number …
Same day delivery. Omnichannel consistency. Personalization. The list of what shoppers and consumers want is long. What is even more scary for manufacturers and retailers however is not that they just want these things, but that shoppers want them for free. Oh, and lots of low prices too. Consumers and shoppers want it all, for …
Just when you thought things couldn’t get more competitive in the grocery market, Amazon launches Amazon Fresh in the UK. Yes, it’s only in London, but its 130,000 products, next day delivery, and a competitor that seems hell-bent on getting a chunk of the market at any price. So Amazon Fresh is here: what can brands …
I’m often asked why we need shopper marketing (thankfully less now than before). There are many possible answers – but here is one: Shopper marketing exists because shoppers and consumers have fundamentally different relationships with brands. Consumer marketers spend an enormous amount of energy creating (or at least attempting to create) ‘brand-love’. But brand relationships …
There was a time when a lot of people I spoke to didn’t think much about e-commerce. E-commerce was small and while it might grow, it was something to be concerned about at some non-distinct future time. Now it appears that e-commerce is being roundly acknowledged as being definitely ‘now’. Even those countries where e-commerce is …
Bricks and mortar grocery retailers have long realized that physical stores alone will not be enough to prosper in the coming decade. So where exactly is the excitement in the news that Sainsbury, the supermarket operator, is looking to buy a non-food retailer Argos? What does this acquisition have to do with omnichannel? Pretty much …