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...
Businesses can expect to save $11.5 billion by 2023 by replacing customer service representatives with chatbots says Juniper Research. Learn more about these bots here. This will increase from $48.3 million in 2018. Retail will reap the biggest benefits from chatbot...
There seems to little consensus on what shopper marketing is and herein lies the shopper marketer’s quandary. How do you articulate the value of something if you can’t define it? It’s a question that has been weighing on our minds a fair amount recently. We...
As we have already seen, effective shopper marketing should deliver against the company’s profitability objectives. But what does that mean? Every activity should deliver a profit? And of course there are many ways to measure ‘profitability’ – so how should this be done?
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