Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
Shopper marketers are increasingly faced with larger and larger quantities of data. Many shopper roles these days are starting to feel more like analyst jobs rather than insights or marketing, and the overall trend is towards more data being available. One big area of data growth is in retail data. Woolworth in Australia, following their acquisition of Quantium in 2013 …
There are many reasons why shopper marketing is being talked about so much at the moment. Unfortunately much of it is hype but beneath it all there are some solid reasons for really investing time and effort into understanding shoppers. Unfortunately for too many these efforts seem still to revolve around the point of …
The world of shopper marketing is becoming ever more competitive. Retail stores are littered with deals, discounts and myriad choices for the shopper. And engaging with that shopper has become more of a challenge too. Winning with shoppers is critical, but is becoming a tough battle to fight. If winning with shoppers is becoming more …
It’s a very old adage and it is rolled around by companies and consultants the world over. Even my favorite Management and Marketing guru Peter Drucker has a good quote relating to it: Marketing is the whole business seen from the point of view of its final result, that is, from the customer’s point of …
I’ve read so many articles talking about the death of the high street, about how many people now use their mobile as part of their shopping experience, that one would think that nothing else matters. I could (and have) poke holes at the statistics and the way hyperbole is used to whip up an audience, but …
Many marketers have historically been rather spoilt from a data availability point of view. Whilst I know that many marketers out there survive with virtually no real data, on the whole the consumer marketing guys have always had more than their fair share. Even the most data starved marketer is typically feasting at the equivalent …
Whenever we start a project, the first thing we do is a thorough audit of what data, reports and insights the organization already has. We do this because experience tells us that really great insight rarely comes from one piece of work; it most often comes from amalgamating data and input from all sorts of …
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 …
In a store recently I saw a fabulous case of terrible in-store execution. I wished I’d had this picture when I wrote my recent blog post on compliance. I have no idea how this happened – there are lots of factors that could have contributed – but here is a potential (and completely fictional) scenario …
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 …