All posts by Toby Desforges

Online availability – the key digital opportunity

As more and more shoppers move their purchases from regular store to online platforms, brands are in a bind – how do you cut through in a world of unending …Read More

Profile PhotoToby DesforgesSeptember 27, 2018

Delivering on shopper marketing strategic value points

We have come a long way in shopper marketing. Until relatively recently the shopper did not feature in our strategy sessions – our focus on the consumer was absolute. At …Read More

Profile PhotoToby DesforgesJanuary 8, 2018

Is The Omnichannel Dream Over? Managing The Multichannel Reality

Omni-channel. It’s become a marketing buzzword almost overnight. You find it in retail manifestos and brand strategies the world over. Digital technology has shattered media into myriad shards: consumers and …Read More

Profile PhotoToby DesforgesJanuary 1, 2018

Exclusive Interview with Jennifer Hale from Coca-Cola

Shopper Marketing, Coca-Cola and the digital onslaught Just before the recording of our October webinar, Toby Desforges grabbed the opportunity to have an in-depth chat to Jennifer Hale, Coca-Cola’s Global …Read More

Profile PhotoToby DesforgesDecember 12, 2017

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 prioritize high-value shopper segments

So, you have already identified your shopper segments. But, how do you prioritize the most important and high-value segments? The reason prioritization is important, is that it helps you understand …Read More

Profile PhotoToby DesforgesOctober 26, 2017