Latest news and thinking from the engage team

by Mike Anthony on 23rd February 2017

At engage, we get to see a lot of shopper research. We commission research on behalf of our clients regularly, but often we are handed over research reports soon after the work has been commissioned, and we help our clients derive insight and strategy from the work. Often the studies involve in-store research: observations, exit […]

The Most Common Mistake in Shopper Research

The Most Common Mistake in Shopper Research

At engage, we get to see a lot of shopper research. We commission research on behalf of our clients regularly, but often we are handed over research reports soon after the work has been commissioned, and we help our clients derive insight and strategy from the work. Often the studies involve in-store research: observations, exit… Continue Reading

Shopper Marketing Strategy in Five Steps

Shopper Marketing Strategy in Five Steps

Shopper marketing is a tough place to be strategic. When we speak with shopper marketers (and trade marketers, for that matter) they complain of being ‘stuck in the middle’, jammed between two (sometimes opposing) strategies. On the one hand, brand teams are pushing their brand strategies, and on the other side, retailers have their strategies,… Continue Reading

What shopper marketers need to know about consumers

What shopper marketers need to know about consumers

Most of us know that to be really effective at shopper marketing, we need to know about and understand our shoppers. Without an ability to identify our target shoppers, and to understand about their motivations and behaviors, our shopper marketing strategies and programs are likely to be generic. But for really good shopper marketing, understanding… Continue Reading

Building a sales team for an eCommerce future

Building a sales team for an eCommerce future

E-Commerce is booming in many parts of the world. The pace of growth varies by geography and category, but it seems that the world is waking up to the fact that e-commerce is coming: the only question is how fast. Adapting your business to e-commerce brings with it many opportunities, and no shortage of challenges.… Continue Reading

The most dangerous number in shopper marketing

The most dangerous number in shopper marketing

76%. As in  “76% of purchase decisions are made in-store”. We’ve all heard it a thousand times, I’m sure.  At first glance it might feel almost comforting, its been around for so long. And we all know that shoppers do make decisions in-store, and we are all busy spending money to influence these shoppers with displays,… Continue Reading

Selling To Retailers: When the retailer says no

Selling To Retailers: When the retailer says no

Shopper marketing can be frustrating. Not enough budget for shopper research to really understand shoppers? Check! Teams bogged down with too many promotions, spreadsheets and forms? Check! Lots of great ideas, but retailers who always say no? Now you’re talking. In virtually every workshop we run, that last one tops the list of shopper marketing… Continue Reading

What does great shopper marketing look like?

What does great shopper marketing look like?

In a conversation with a prospective client, we discussed the power of shopper marketing. He challenged me to show him some really great examples of shopper marketing, saying: “That’s all very well, but I just don’t see it happening. All is see in-stores is generic, ordinary – I can’t see the shopper marketing difference. Come back… Continue Reading

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