The Nature of Online Channels

As online environments become increasingly ubiquitous, new channels are forming. What we love about online is its flexibility and its capacity to inform consumers and concurrently influence shoppers. This world is likely to change rapidly, presenting new ways to reach out to shoppers.Read More

Profile PhotoMike AnthonyMay 19, 2017

Shopper Marketing Experts hits Vegas

So a little over two months after officially launching Shopper Marketing Experts, we have partnered with the awesome team at Learning Evolution and are getting ready for the bright lights …Read More

Profile PhotoToby DesforgesMay 9, 2017

P&G are ready to give it a go – do you need to cut discounts?

When P&G do anything, the world of consumer goods takes a look. In our latest podcast Mike Anthony and I are talking a little bit about a new concept by …Read More

Profile PhotoToby DesforgesMay 5, 2017

Bad Shopper Segmentation Models

In recent years, there has been a rush of shopper-segmentation models. Research agencies, looking to find a common approach to analyzing their clients’ data, have created their own shopper-segmentation models. Standard segmentation models have many upsides--they create a common language throughout an organization and, in particular, between manufacturers and retailers. Manufacturers who do not understand how their retail customers look at shoppers will increasingly find it difficult to gain traction for their initiatives. They create significant levels of efficiency, too, and avoid the need to crunch data through multiple statistical models to find new segmentations. The difficulty, however, with all of these segmentation models lies in exactly how to apply them. Read More

Profile PhotoToby DesforgesMay 1, 2017

Disney Display and Poor Execution

A recent survey conducted by TradeInsight suggested that 31 percent of consumer packaged goods manufacturers cite trade compliance as a major issue in their business. It’s an issue that has far-reaching implications.Read More

Profile PhotoToby DesforgesApril 26, 2017

A Tale of Two Shoe Stores

Not only did the “independent specialist” have the potential to strongly influence Toby’s buying behavior eight years ago, but its influence continues to the present day, some 20 pairs later.Read More

Profile PhotoToby DesforgesApril 25, 2017