Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
I recently conducted a poll on LinkedIn asking how best to organize products on a shelf. The results were interesting, with the vast majority of respondents suggesting that the merchandising layout should follow the shopper decision tree. And at one level, that makes sense. But there are some significant issues with this approach. Shopper Decision …
You’ve got a great brand. Consumers love it. Or they would. IF… If they had it in their hands at the right time: just at the point of consumption. Trouble is, it isn’t available to consume. Why? Because for some reason, a shopper didn’t buy it. Why not? Why not indeed! The most powerful question …
“How much money should I spend on consumer marketing versus shopper marketing?” It’s a question I’m often asked by clients and at conferences. They question is sometimes phrased differently (“what percentage of my spend should go in-store”; “What is the best split between above-the-line and below-the-line spend?”). The answer is “it depends”: every situation is …
The worst moment for a shopper marketer, or a key account manager? That moment, when visiting a store, that you realize that your latest activity, launch, listing or campaign isn’t there, or isn’t set up as it should be. Or worse, that moment when the CEO phones up and asks why the new launch isn’t …
It will be interesting to see how 2012 pans out, and even more interesting to see how it is viewed years from now. It’s still January and yet apparently Tesco is wobbling, Carrefour is in crisis and social and mobile technology is crippling retail. Even Wal-Mart appear to need a new direction I’d love to …
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 …
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 …
We hear lots of talk about the need to put forth branding efforts in-store, so that you continue to build your brand in the eyes of shoppers. But what do we really mean by in-store branding? And can you really accomplish such a spirited goal within the retail environment? The answer is a resounding “maybe”. …
We hear lots of talk about the need to put forth branding efforts in-store, so that you continue to build your brand in the eyes of shoppers. But what do we really mean by in-store branding? And can you really accomplish such a spirited goal within the retail environment? The answer is a resounding “maybe”. …