Shopper Needs Are Different to Consumer Needs

Most marketers are able to develop a pretty good understanding of their target consumers’ needs and desires. This, after all, lies at the heart of a brands consumer proposition. But when it comes to understanding shopper needs, my experience is that marketers often have a less detailed understanding of what shoppers are looking for.Read More

Profile PhotoToby DesforgesDecember 23, 2016

Examples of Shopper Marketing

Let's look at two examples, revealing that shopper marketing can work both inside and outside the store.Read More

Profile PhotoMike AnthonyDecember 17, 2016

Why Changing Shopper Behavior Is Critical

How much effort is put into considering how to influence someone to buy the product once it’s on store shelves?Read More

Profile PhotoMike AnthonyDecember 9, 2016

The Sony Example

For Sony, the key finding was how its in-store presentation affected different shoppers. For those who had no particular preference or rejected Sony, repeated visits to outlets did nothing to sway their opinion; indeed, these shoppers became increasingly disaffected with the Bravia proposition. Money formerly spent on massive TV campaigns that reached millions of people who would never buy Bravia should be directed elsewhere.Read More

Profile PhotoMike AnthonyNovember 23, 2016

Strain on the Supply Chain

Out-of stocks plague retailers--and shoppers. Too many out-of-stocks contribute to the brand erosion we discussed, as shoppers learn not to rely on a retailer, in spite of advertising price cuts to lure them in.Read More

Profile PhotoToby DesforgesNovember 9, 2016

Consumer Marketing and Shopper Marketing Partnerships

As veterans of the consumer goods industry, we’ve seen that there isn’t a clear division between consumer marketing activities and shopper marketing activities in the vast majority of companies. This line becomes increasingly blurred when a consumer and shopper are the same person—which is why an integrated marketing mix is the best solution.Read More

Profile PhotoToby DesforgesOctober 23, 2016