Shopper Behavior

Understanding the Holiday Shopper

The modern shopper marketer is typically armed with loads of shopper data. But as the holiday season approaches, shopper marketers beware. Much of your data might be of limited use …Read More

Profile PhotoMike AnthonyNovember 6, 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

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

Profile PhotoToby DesforgesMarch 7, 2017

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