With all the hype around Big Data, one could be forgiven for thinking that qualitative research has been retired and put out to pasture. Across the globe, insights teams appear obsessed with numbers and are packed full of analytics people, crunching data in an attempt to deduce the answer to everything. Qualitative research seems to […]
Big data isn’t enough – we need more qualitative shopper research Read More »
Stockouts are the bane of any shopping trip. They are also incredibly costly to brands and retailers alike. Yet time and again as I go around stores, it appears that as an industry we are failing in this fundamental task. Stockouts are everywhere. In a recent visit to a Tesco store in India, category after
Want better results at retail? Focus on stockouts! Read More »
As you can imagine, I spend quite a lot of time trawling around stores looking for new and interesting shopper marketing activity. Shopper marketing is all about influencing shoppers to change their behavior. One way of changing shopper behavior is to encourage impulse purchase. Here are three key strategies, together with some great examples, of
Three simple in-store strategies to drive impulse purchase Read More »
There is an almost universal desire among trade marketers to create a more strategic Trade Marketing function. In all the workshops and seminars we’ve conducted, trade marketers are frustrated that they are often left out of strategic processes and left to execute strategies developed by consumer marketing teams. There is a feeling (which we empathize with)
The Strategic Role of Trade Marketing Read More »
In a marketing world which seems to be ever-increasingly digital, it is easy for elements of the marketing mix such as packaging design to get forgotten. Yet packaging is one of the most powerful parts of the marketing mix, or could be if it was managed effectively. Most critical is to recognize that packaging must
5 ways to ensure your packaging design works for shoppers Read More »
