All posts by Toby Desforges

How to Encourage Retail Compliance For Excellent In-Store Execution

It is sometimes hard to believe how coordinated and well-planned promotions, displays, and other in-store activity do not deliver up to the set standards. The statistics only prove the point even more – POPAI suggests that lack of compliance of in-store execution is as high as 50% for the UK. The effect of this is enormous – shoppers do not get to see the promotions they are supposed to see and manufacturers and retailers are losing out on valuable sales opportunities.Read More

Profile PhotoToby DesforgesMarch 21, 2017

Big Data Isn’t Enough – We Need More Qualitative Shopper Research

Qualitative research seems to be out of the spotlight. Nowhere is this more true than in the realm of shopper marketing, where qualitative shopper research techniques are squeezed out by the more prevalent quantitative techniques such as exit interviews and observations, as well as reams of loyalty card, panel and scan sales data. In amongst all of this, what room is left for qualitative shopper research?Read More

Profile PhotoToby DesforgesMarch 13, 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

Avoid the Biggest In-Store Marketing Communication Mistakes

Ever since POPAI started telling the world that most purchase decisions are made in-store; brands have rushed to spend more and more on marketing communication in-store. Unfortunately, much in-store communication investment is wasted. Some of this is inevitable: marketing communication is an inefficient business, and shopper marketing communication is even more so. There are typically three key mistakes that brands make with marketing communication in-store.Read More

Profile PhotoToby DesforgesFebruary 21, 2017

The Growth of Trade Expenditure

Category Management was the first step toward realizing that the needs and behaviors of the shopper played a key role in sales growth. The problem is that Category Management presumes that the manufacturer’s goals could align with the retailer’s. But real alignment is often elusive: retailers just want to sell more products and don’t really care which brand. Manufacturers have a diametrically opposed goal: they want to sell more of their brand and don’t care where it is sold.Read More

Profile PhotoToby DesforgesJanuary 9, 2017

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

Profile PhotoToby DesforgesDecember 23, 2016