Unilever – Is a Centralized Marketing Structure a Good or Bad Idea?
Unilever was recently in the press for making big changes to its marketing. Following the drive to zero-based budgeting, and the monster acquisition of Dollar Shave Club, Unilever announced a significant centralization of its marketing structure. Is this a good move? Read on to learn more.Read More
Mike AnthonyAugust 14, 2017 
Consumers and Shoppers Have Different Brand Relationships
Shopper marketing exists because shoppers and consumers have fundamentally different relationships with brands. Consumer marketers spend an enormous amount of energy creating (or at least attempting to create) ‘brand-love’. But brand relationships aren’t all about love. Read More
Mike AnthonyJuly 12, 2017 
The Future of Shopper Metrics
Technology is rapidly changing the availability, affordability, and efficiency of creating and tracking shopper marketing metrics. There is a continuous stream of activity as organizations strive to create better ways of understanding exactly what happens in a store.Read More
Mike AnthonyJuly 3, 2017 
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
Toby DesforgesJune 19, 2017 
Why Invest in Retailers?
Why do we invest in retailers? This simple question is often asked by naïve consumer marketers as they see their advertising budgets whittled away by the “profligate guys” on the sales team. And retailers have a clear, simple answer to this—retailers own the shopper. With so much being spent, surely brand owners should aspire to more: aspire to make some return on all this expenditure.Read More
Mike AnthonyJune 9, 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
Mike AnthonyMay 29, 2017 
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.
