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

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

How to Structure Your Value Proposition For Retail Customers

The majority of shopper marketing activity takes place in a retailer’s store (either on or offline) and therefore we need retailer buy-in to get that execution to take place. At its heart our presentation to the retailer must contain a clear value proposition which explains to the retailer why they should support the activity.Read More

Profile PhotoToby DesforgesApril 4, 2017

How to Ensure That Shopper Research Leads to Actionable Shopper Insights

It’s a recurring challenge – too often shopper marketers (and their bosses) are frustrated that, after taking the plunge to invest in shopper research, what they get in return is data, not actionable insights. While a lot can be done to create better, more actionable insights from existing research, the keys to creating really actionable shopper research lie before the project starts.Read More

Profile PhotoToby DesforgesMarch 27, 2017

How to Encourage Retail Compliance For Excellent In-Store Execution

It is sometimes hard to believe how coordinated and well-planned promotions, displays, and other in-store activity do not deliver up to the set standards. The statistics only prove the point even more – POPAI suggests that lack of compliance of in-store execution is as high as 50% for the UK. The effect of this is enormous – shoppers do not get to see the promotions they are supposed to see and manufacturers and retailers are losing out on valuable sales opportunities.Read More

Profile PhotoToby DesforgesMarch 21, 2017