All posts by Mike Anthony

Understanding the Holiday Shopper

The modern shopper marketer is typically armed with loads of shopper data. But as the holiday season approaches, shopper marketers beware. Much of your data might be of limited use …Read More

Profile PhotoMike AnthonyNovember 6, 2017

Unilever – Is a Centralized Marketing Structure a Good or Bad Idea?

Unilever was recently in the press for making big changes to its marketing. Following the drive to zero-based budgeting, and the monster acquisition of Dollar Shave Club, Unilever announced a significant centralization of its marketing structure. Is this a good move? Read on to learn more.Read More

Profile PhotoMike AnthonyAugust 14, 2017

Consumers and Shoppers Have Different Brand Relationships

Shopper marketing exists because shoppers and consumers have fundamentally different relationships with brands. Consumer marketers spend an enormous amount of energy creating (or at least attempting to create) ‘brand-love’. But brand relationships aren’t all about love. Read More

Profile PhotoMike AnthonyJuly 12, 2017

The Future of Shopper Metrics

Technology is rapidly changing the availability, affordability, and efficiency of creating and tracking shopper marketing metrics. There is a continuous stream of activity as organizations strive to create better ways of understanding exactly what happens in a store.Read More

Profile PhotoMike AnthonyJuly 3, 2017

Why Invest in Retailers?

Why do we invest in retailers? This simple question is often asked by naïve consumer marketers as they see their advertising budgets whittled away by the “profligate guys” on the sales team. And retailers have a clear, simple answer to this—retailers own the shopper. With so much being spent, surely brand owners should aspire to more: aspire to make some return on all this expenditure.Read More

Profile PhotoMike AnthonyJune 9, 2017

Four Shopper Outcomes

How does a shopper react to a product not being available? Her actions can be categorized into three key possibilities: either she will defer the purchase of that object until another shopping trip, she will buy something else, or she will buy nothing at all and continue with the rest of the shop. Read More

Profile PhotoMike AnthonyMay 29, 2017