Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
The world of the shopper is changing rapidly, and that means that the playing field shopper marketers compete on is changing rapidly too. Shopper marketing forums, web pages and events buzz with the latest technology, heralding yet more ways for marketers to communicate with their targets. But whilst all of this new technology offers new …
Those aspiring to move their shopper marketing efforts forward face many challenges. How to explain what shopper marketing is, and why is it important? How to ensure that shopper marketing really adds value? How to make shopper marketing fit with all the other activities and functions: how does shopper marketing integrate with consumer marketing, trade …
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 …
They are being heralded as ‘the next big thing’. The technology allows shoppers to be tracked as they shop and for messages and offers to be sent to them, and is being tested extensively by major retailers and manufacturers alike. In-store beacons are touted as a way to massively enhance the shopping experience in bricks …
Again and again we poll clients (and agencies) and again and again we come up with the same answers. Despite the apparent increase in the availability of data, too often the effectiveness of shopper marketing activities is simply not measured, or not effectively measured. Despite most shopper marketers having more data available to them than ever before, too many activities …
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 …
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 …
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 …