If your business is like most, retail trade spend is probably your second largest cost. We’ve found that 70% of retail marketing activities lose money. In fact, every year, you could be wasting as much money on poor performing retail activities as you make in profit....
Influencers can be a powerful tool for your ecommerce marketing campaigns, helping you reach a wider audience and ultimately drive more sales. With that said, many etailers jump on the influencer bandwagon without having a clear plan in place. Simply finding bloggers...
Retail buy-in is imperative. However, we know that gaining retail buyers’ support can be a challenge. Accordingly, many clients ask us how they can get better retail buy-in and support for their activities. Our clients are not alone when it comes to buy-in issues. A...
How many times a day do you bemoan your productivity or to be more precise, your lack of it? Many of us look for ways we can do our job better. In fact, this is what we experience over and over. People search for new ways to be more productive and ramp up their...
You would think activities that result in a spike in sales spell success, right? Sadly, you would be wrong. Why? Because success depends largely on reaching the “right” shopper. Many marketers and salespeople say their activities lead to noticeable sales improvements...
Bang for a buck. That’s what we want, whether you are involved in brand marketing, shopper marketing, trade marketing or sales. Chances are you are investing in activities like promotions, events or displays in retail. However, so are other retail marketers and this...
You have nothing to lose but your reins Surely everyone in CPG knows that the time has finally come to empower your Shopper Ninjas with exactly what they need to make a material difference to your business’s sales? That means providing adequate budget, people, and...
Augmented Reality by-passes physical space limitations Packaging has long served as the ‘go to’ source of brand information and, on occasion, entertainment (think children’s cereal boxes). However, up until now, the creative possibilities of packaging have been...
Activating change in retail marketing is imperative Consumer & Shopper empowerment will continue to disrupt the legacy systems of marketing & retail. The massive swings in consumer preferences – away from major brands, toward ‘authentic’ smaller brands,...
Not every shopper will shop online There’s no doubt at all that 2018 has been a tough year for bricks and mortar retail. Where I sit in the UK, the traditional high street has borne the brunt not just of economic woes but also the inevitable rise of e-commerce....
Those that deliver value… or don’t I predict 2019 will be a year of massive contrasts: a division between those companies that aim to create massive value by delivering the consumer and shopper experience their customer want, and those that don’t. 2019 will bring a...
A brand can rule in traditional retail environments. However, in the world of online, the strength of a brand is far from assured. It’s a point that is often overlooked in the hype around the digital shopper marketing space. Traditional retail outlets often receive...
One could be forgiven for thinking that you should start a shopper marketing process with the shopper. However, you do NOT. Instead, you start with the consumer. There is a good reason for this decision. If you are marketing to shoppers, you need to understand them,...
Whether you are in marketing or sales, poor in-store execution is a problem of nightmare proportions: all of the planning, the late nights, the negotiations, the blood sweat, tears and dollars that go into making a brilliant piece of work come to this: did it actually happen in the store in the way it was supposed to?
Without metrics, you are not able to showcase your success. Yet people seem to be extremely uncomfortable measuring the work that they do, particularly in-store. In fact, we often see very little done to evaluate activities. There seems to be a concern about what...
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