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
Toby 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
Toby 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
Toby DesforgesMarch 21, 2017 
Try-Me-Outs: How Health and Beauty Retailers Are Leveraging This Powerful Tool
Try-me-outs are a classic technique in-store to stimulate purchase behavior. In the middle to lower-end cosmetics space, it introduces sales opportunities for a number of reasons.Read More
Toby DesforgesMarch 7, 2017 
The Growth of Trade Expenditure
Category Management was the first step toward realizing that the needs and behaviors of the shopper played a key role in sales growth. The problem is that Category Management presumes that the manufacturer’s goals could align with the retailer’s. But real alignment is often elusive: retailers just want to sell more products and don’t really care which brand. Manufacturers have a diametrically opposed goal: they want to sell more of their brand and don’t care where it is sold.Read More
Toby DesforgesJanuary 9, 2017 
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
Mike AnthonyNovember 23, 2016 
NEW! Effective retail marketing course
We have packages to suit all budgets so please click on the image below to learn more about how you can maximize the potential of retail marketing programs.
Integrated Strategic Shopper Marketing Course
A comprehensive guide for establishing a more effective marketing approach, by integrating consumer, shopper and retail marketing. Make your marketing decisions and choices count. Align with the strategic driving forces of your business when you purchase Integrated Strategic Shopper Marketing.
