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?
Companies expend a huge amount of time and effort on shopper marketing programs and activities. And the data that we’ve seen suggests that this is increasing, and likely to increase in the future. Unfortunately, not all of the programs and activities are effective. What makes for an effective shopper marketing activity?
Many marketing professionals struggle to grow their business and fall into the “more is better” trap. They implement a dozen strategies at once, across various channels and brands for fear of missing out … FOMO! What do they get for all their trouble? More often than...
Making effective investment decisions is not the decision to spend money! It is a decision to say where am I going to get the best return? What is the quantum of return I am likely to get? And how many dollars am I going to invest to get those returns? When working...
If you looked at channel prioritization in the traditional sense, you would never put money anywhere other than Walmart – because let’s be honest – Walmart has so… Many… Shoppers! However, if you think strategically about channel...
The world of retail is growing more and more disruptive, making it increasingly important for us to define the retail spaces or channels that you use to target shoppers. (Read this blog to gain further insight on target shoppers) Channels can be seen as a groups of...
We are in the age of the shopper! Gone is the model that consumer goods businesses used in days gone by. No longer can we merely understand the consumer or end-user of our product and build a dazzling distribution path – the modus operandi for leading consumer...
One of our most popular blog articles is “10 Rookie Shopper Marketer’s Must Dos.” The practical tools and strategies we talked about continue to be reflective of the growth of shopper marketing around the globe, and across all CPG sectors. If you’ve already completed...
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