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...
Can you imagine trying to play golf blindfolded? You know you hit the ball, but you have no idea of where you may have hit it or how far. Not measuring shopper marketing is similar, you know you have done the activities, however you do not know if you have had ANY...
Is traditional retail really dead or has ecommerce marketing simply forced the brick-and-mortar space to evolve and adapt? Despite somewhat shocking news reports such as Toys R Us and other age-old stores closing their physical doors, the retail space still accounts...
Shopper behaviour used to be pretty straightforward. It was mostly predictable and easily understood. We had three basic modes of shopping. Shopper behaviour in days gone by Firstly, there was the “large weekly shop” which was mostly done in large superstores or...
Do promotions increase consumption? The answer is not simple. For instance, should there be a promotion on chocolate, if you are anything like me, it will increase consumption. As the more that I buy, the more we eat. However, other product promotions don’t have the...
As more and more shoppers move their purchases from regular store to online platforms, brands are in a bind – how do you cut through in a world of unending ranges? For me this is the key digital opportunity and nothing should be more important than ensuring your...
Shoppers’ expectations continually evolve. However, shopper needs remain largely the same according to a report published by Retail Analysis. Retail Analysis published the results of their report called the “Online and the Frictionless Store”. The study was conducted...
52% of millennials prefer to shop at a physical store because of the ability to interact with the product. Did you know that? This is according to research conducted by Deloitte in their 2017 Deloitte holiday retail survey Retail in transition. Generation Z on the...
Not convinced about the power of the shopper? Think on this. Imagine you’re launching a new strawberry scented hair mousse aimed at a consumer group of teenage girls. Consumer research has demonstrated that this product has massive appeal among teenage girls, and the...
Recent research by Advantage Group International  “Overcoming Omnichannel Challenges to Build Stronger Partnerships” has uncovered what strategies leading retailers are using to stay ahead of the game, particularly in the light of the challenges facing them in the...
Wikipedia defines shopper marketing as “Understanding how one’s target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders, defined as brands, consumers, retailers, and shoppers.” This...
According to research, 50% of internet traffic is online. Does this stand true for online purchasing too? According to Amazon’s 2018 retailer study, this is not the case. In fact, it says only 24% of respondents do their Amazon buying using a mobile device. Upon...
The exponential rate at which trade expenditure has grown may surprise some. Accenture CAS estimate that between 1980 and 2005, trade promotion spend, the largest element of trade expenditure, increased threefold in the United Kingdom. For most consumer goods...
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