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
Toby DesforgesNovember 29, 2017 
How to Structure Your Value Proposition For Retail Customers
The majority of shopper marketing activity takes place in a retailer’s store (either on or offline) and therefore we need retailer buy-in to get that execution to take place. At its heart our presentation to the retailer must contain a clear value proposition which explains to the retailer why they should support the activity.Read More
Toby DesforgesApril 4, 2017 
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
Toby DesforgesMarch 21, 2017 
The Birth of Category Management
For the last 30 years, category management has been a key strategy within the sales and marketing functions of consumer goods industry. If we look back at the history of category management, we can understand how it came about and most importantly what its relevance is today.Read More
Mike AnthonyFebruary 7, 2017 
Shopper Research
With clarity around what insight is desired, a research manager is well placed to take the shopper research project forward. Many of the steps included here are common for any research process, but a number of significant differences exist between consumer research and shopper research that are worth special attention. The prime differences revolve around the role of the retailer in conducting the research and implementing the findings. The other consideration is to select the appropriate partner for research, which can make or break a research project.Read More
Mike AnthonyMarch 27, 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.
