Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
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 …
Have you conducted shopper research projects? If so, have you sometimes been less than energized by the results? If so, you are not alone. Too often a first piece of shopper research can lead to not much more than a large PowerPoint deck and a vague feeling of disappointment. The agency reels off a whole …
Shopper marketing has the potential to transform the performance of consumer goods companies. Unfortunately this potential is being missed by many as whilst shopper marketing is becoming ubiquitous, effective shopper marketing is still too often elusive. Whilst the digital revolution is changing shopping in ways that are hard to fathom, much of the action focuses …
I read a lot and much of it relates to shopper marketing and marketing. I learn lots, and I’d recommend any young or aspiring marketer to read plenty, and read broadly. And over the course of the last few months, I’ve read a series of articles that are telling me something that is apparently deeply …