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
Toby 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
Toby 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
Toby DesforgesDecember 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.
