Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
Most shopper marketers would agree that they strive to create effective activity. Yet what do we mean by effective? Often the measure of effectiveness will be ‘did it grow my sales?’. Whilst this is an admirable goal, is that single measure truly adequate to ascertain whether an activity was effective? Consumer marketers would (typically) …
My good friend and business partner, Toby Desforges, recently published a post suggesting that availability is the most important thing for a shopper marketer. Well, no argument from me on that front. After all, online or in a store, it’s really difficult for a shopper to buy something that isn’t there! I had this in …
A little while ago I wrote a post on the pros and cons of investing in secondary locations and how organizations might optimize this sort of activities. Making the secondary location placement relevant to the shopper in the context of shopping the destination category is key. So how well do brands and retailers do in …
There was a time when dual merchandising (the siting of your product in a secondary location in a store, in addition to its usual place) was something that every trade marketer or shopper marketer dreamt of. Over the years significant funds have been spent and wasted on getting products to another location in a store. And whilst …