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
Toby DesforgesFebruary 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 
The Heart of Effective Shopper Marketing
Shopper marketing has the potential to transform the performance of consumer goods companies. Unfortunately this potential is being missed by many as whilst shopper marketing is becoming ubiquitous, effective shopper marketing is still too often elusive.Read More
Mike AnthonyJanuary 23, 2017 
Want to Build Shopper Understanding? Start with the Consumer!
Yes, I did say consumer. It’s not a mistake! Those of you who have taken a few of our courses will know that I am a strong advocate for understanding the differences between consumers and shoppers, so I guess this might seem strange. But I’ll say it again. If you really want to build your shopper understanding, you need to start with consumers.Read More
Mike AnthonyJanuary 23, 2017 
What is “The Age of the Shopper”?
By the end of the 1990s, consolidating retail and fragmenting media had put the traditional business model of consumer goods marketing under enormous strain. If the model wasn’t already at a breaking point by then, a number of profound changes in the last decade have brought it the rest of the way. Simply put, we are in the midst of a revolution in the way consumers and shoppers interact with the products they buy. Three dramatic changes have placed shoppers at the center of the equation in a way that leads us to believe that a corresponding revolution must take place in the way we market consumer goods.Read More
Mike AnthonyJanuary 23, 2017 
The Growth of Trade Expenditure
Category Management was the first step toward realizing that the needs and behaviors of the shopper played a key role in sales growth. The problem is that Category Management presumes that the manufacturer’s goals could align with the retailer’s. But real alignment is often elusive: retailers just want to sell more products and don’t really care which brand. Manufacturers have a diametrically opposed goal: they want to sell more of their brand and don’t care where it is sold.Read More
Toby DesforgesJanuary 9, 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.
