Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
I’ve just got back from presenting at a conference to around 500 marketing professionals. It was a great event, focused on the impact of digital on marketing: new consumer behaviors, new generations of consumers, new data opportunities. And it is true that this new digital world presents many opportunities to brands and to marketing. Everyone’s …
“We want to be Category Captains!” was the specific objective of a certain senior sales manager I coached recently. And he is not alone. Despite cases of disappointment far-outnumbering the success stories, the goal of ‘strategic alliance’ between retailer and brand seems to be ever-pervasive. The benefits of collaboration between brand and retailer are well …
With both manufacturers and retailers struggling to adjust their paradigms to adapt to a new world of empowered shoppers and broader competition, there is an opportunity for both parties to reassess and redefine the largely destructive relationships they have with each other and to create new terms of engagement. Last week I discussed what brand …
It appears that the time is right. Or at least, desperate times call for desperate measures. Some of the world’s biggest retailers are finding life a lot harder than before, and are finally being forced to reconsider the very heart of their business model. Brand marketers too, are finding it harder than ever to engage …
In their recent, excellent (as always) summary of the state of shopper marketing in the USA for The Hub, Chris Hoyt and Nancy Swift identified three key issues which were preventing shopper marketing from flying to the heights it should. The first was the adoption of digital – which struck me as a really interesting …
We say it again and again in seminars. Retailers don’t care about your brand. The latest round of “price wars” in the UK should remind us that for all of the talk of collaborative shopper marketing, retailers have their goals, manufacturers have theirs, and retailers will risk the health of a manufacturer’s brand to achieve …
Shopper marketing is about shoppers not retailers. It just struck me. I was scanning an article on Hub magazine; a useful resource if a little US-centric ; about the fact that shopper marketing initiatives and the fact that many of them end up being with the big guy retailers (how many articles quote P&G Wal-Mart …