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
Toby DesforgesOctober 26, 2017 
What Do You Need To Know When Collecting Data
Podcast Script How do you go about doing research? And how do you know what you should be researching? There are 4 areas to understand: About the consumer About the …Read More
Toby DesforgesSeptember 14, 2017 
How to Evaluate In-Store Marketing Effectiveness
Again and again we poll clients (and agencies) and again and again we come up with the same answers. Despite the apparent increase in the availability of data, too often the effectiveness of in-store marketing activities is simply not measured, or not effectively measured.Read More
Toby DesforgesJune 19, 2017 
Shopper Marketing Experts hits Vegas
So a little over two months after officially launching Shopper Marketing Experts, we have partnered with the awesome team at Learning Evolution and are getting ready for the bright lights …Read More
Toby DesforgesMay 9, 2017 
P&G are ready to give it a go – do you need to cut discounts?
When P&G do anything, the world of consumer goods takes a look. In our latest podcast Mike Anthony and I are talking a little bit about a new concept by …Read More
Toby DesforgesMay 5, 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
Toby DesforgesMay 1, 2017 
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.
