Shopper Marketing

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

Profile PhotoToby DesforgesJune 19, 2017

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

And the Winner Is…

Plenty of case studies of success from each of the three models exist, but integration of shopper marketing into the existing marketing team is the preferred option. The appeal of fully integrated insights and strategies across consumers and shoppers is far too strong, as is the appeal of knowing that all marketing efforts are aligned and that campaigns work in harmony. Read on to find out more.Read More

Profile PhotoMike AnthonyMay 23, 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

Profile PhotoToby DesforgesApril 4, 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