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Marketing Mix

Four Shopper Outcomes

How does a shopper react to a product not being available? Her actions can be categorized into three key possibilities: either she will defer the purchase of that object until another shopping trip, she will buy something else, or she will buy nothing at all and continue with the rest of the shop. Read More

Profile PhotoMike AnthonyMay 29, 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

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

Profile PhotoToby DesforgesNovember 9, 2016

One Price Fits All

Depending on the impact your in-store marketing activities have on future consumption, they might be a raging success or an abject failure. That’s a pretty dangerous gamble in a consumer goods industry that is spending around $280 billion a year on this stuff.Read More

Profile PhotoMike AnthonyOctober 9, 2016

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