Retail Collaboration

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 DesforgesNovember 29, 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 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

The Birth of Category Management

For the last 30 years, category management has been a key strategy within the sales and marketing functions of consumer goods industry. If we look back at the history of category management, we can understand how it came about and most importantly what its relevance is today.Read More

Profile PhotoMike AnthonyFebruary 7, 2017

Shopper Research

With clarity around what insight is desired, a research manager is well placed to take the shopper research project forward. Many of the steps included here are common for any research process, but a number of significant differences exist between consumer research and shopper research that are worth special attention. The prime differences revolve around the role of the retailer in conducting the research and implementing the findings. The other consideration is to select the appropriate partner for research, which can make or break a research project.Read More

Profile PhotoMike AnthonyMarch 27, 2016