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

How to Evaluate In-Store Marketing Effectiveness

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 in-store marketing activities is simply not measured, or not effectively measured.Read More

Profile PhotoToby DesforgesJune 19, 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

And the Winner Is…

Plenty of case studies of success from each of the three models exist, but integration of shopper marketing into the existing marketing team is the preferred option. The appeal of fully integrated insights and strategies across consumers and shoppers is far too strong, as is the appeal of knowing that all marketing efforts are aligned and that campaigns work in harmony. Read on to find out more.Read More

Profile PhotoMike AnthonyMay 23, 2017