June 2016

Answering the big questions on Shopper Marketing in Turkey

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What is the difference between a shopper and a consumer? How do you integrate consumer marketing, shopper marketing and retail customer management into a coherent strategy? Why is omnichannel both impossible and undesirable? And what has nuclear physics got to do with all of that? Shopper Marketing in Turkey Big questions indeed, and the guests at […]

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shopper needs

Shopper needs are different to consumer needs

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Most marketers are able to develop a pretty good understanding of their target consumers’ needs and desires. This, after all, lies at the heart of a brands consumer proposition. But when it comes to understanding shopper needs, my experience is that marketers often have a less detailed understanding of what shoppers are looking for. Whether your

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