All posts by Kathleen Lee

Trade expenditure, the fastest growing part of the balance sheet

The exponential rate at which trade expenditure has grown may surprise some. Accenture CAS estimate that between 1980 and 2005, trade promotion spend, the largest element of trade expenditure, increased …Read More

Profile PhotoKathleen LeeAugust 10, 2018

70% of chatbots will be retail based says study

Businesses can expect to save $11.5 billion by 2023 by replacing customer service representatives with chatbots says Juniper Research. Learn more about these bots here. This will increase from $48.3 …Read More

Profile PhotoKathleen LeeJuly 24, 2018

Create a clear purpose for shopper marketing

There seems to little consensus on what shopper marketing is and herein lies the shopper marketer’s quandary. How do you articulate the value of something if you can’t define it? …Read More

Profile PhotoKathleen LeeJuly 11, 2018

Integrate your shopper marketing strategy

Many marketing professionals struggle to grow their business and fall into the “more is better” trap. They implement a dozen strategies at once, across various channels and brands for fear …Read More

Profile PhotoKathleen LeeJune 12, 2018

Effective investment

Making effective investment decisions is not the decision to spend money! It is a decision to say where am I going to get the best return? What is the quantum …Read More

Profile PhotoKathleen LeeMay 23, 2018

Prioritize your channels. You can’t be everywhere!

If you looked at channel prioritization in the traditional sense, you would never put money anywhere other than Walmart – because let’s be honest – Walmart has so… Many… Shoppers! …Read More

Profile PhotoKathleen LeeMay 9, 2018

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