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 Read More »
Shopper marketing as a term has now been around for some time: and one could be forgiven for thinking that every business was well and truly on the shopper marketing bandwagon. But in reality that simply isn’t true. Many organizations still don’t have anyone with ‘shopper’ in their title. Other companies have re-branded their Trade
What is shopper marketing? A shopper marketing definition that adds real value Read More »
In a recent post, I shared a simple approach to identifying the best placement for in-store communication. Often, (and as was the case with some of the examples I shared the post) the optimum placement for in-store communication doesn’t lie in your category. Many readers asked how best to overcome this challenge. In this blog
Cross category placement – Getting the retailer to say yes! Read More »
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,
Shopper Marketing Strategy in Five Steps Read More »
