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
Toby 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
Mike 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
Mike 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
Mike 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
Toby 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
Toby DesforgesOctober 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.
