Welcome to the Year of the Goat. People say it will be an exciting year. We agree – there will be challenges and ultimately opportunities for senior managers who manage it well. At the heart of the challenge (and the opportunity) will be reaching your target shoppers. In this blog we highlight five key factors […]
How will you reach your target shoppers in 2015? Read More »
In-store sampling is a commonly used marketing technique – a great way to get your product into the hands of the shopper, and hopefully to the consumer, right at the point of purchase. Unfortunately, there are way too many examples of this technique not being used effectively. As a recent trip to a hypermarket near
In-store Sampling – Getting It Right Read More »
In the age of Big Data there has never been more information available to you to understand consumers and shoppers. Each day you are presented with more and more data – but how much real “insight” are you developing? Rather than going out to get more data, have you properly analyzed what you already have?
Making ROI of Your Data Read More »
As a line manager with 25 years of experience leading sales teams, I’ve attended my fair share of training programs – I’ve done a quick calculation and I must have attended more than one hundred of them! From my experience, I can say not that all training programs work well enough. The purpose of training
The Foundations of a Great Training Program Read More »
In his recent blog post, Mike Anthony touches upon the difficulty and the challenges of perfecting in-store execution. It is sometimes hard to believe how coordinated and well-planned promotions, displays, and other in-store activity do not deliver up to the set standards. The statistics only prove the point even more – POPAI suggests that lack
How to Encourage Retail Compliance For Excellent In-store Execution Read More »
In most markets it has become clear to marketers that being online is no longer optional, it is now mandatory. What many brands may not yet realize is that not all online channels are the same! While many might view “online” as a channel in and of itself, there exist a number of types of
What Brands Must Know About E-Retail Read More »
I like going to grocery stores. Luckily enough as part of my career at engage, I have opportunities to travel around Asia and visit different types of stores in different markets, from little mom and pop shops in Colombo to big hypermarkets in Seoul. Every store, regardless of location and store classification, shares one simple
Make It Easy For Shoppers to Buy Your Brands Read More »
Shopper marketing is most definitely a buzz. People talk about it all the time: and expenditure is increasing. And yet the understanding of what shopper marketing actually is appears to still be a little unclear. And one of the biggest areas of confusion is around whether shopper marketing is the same as in-store marketing? Wikipedia’s definition
Five Steps To Shopper Marketing That Works Read More »
One of the biggest mistakes a marketer can make is assuming that the person who consumes a product and the one who actually buys it are one and the same. Infants don’t buy baby formula. Cats and dogs have very little say in the food their human companions choose for them. And most of the
Don’t Assume The Consumer And The Shopper Are The Same Read More »
Brands are working hard to develop mobile-friendly shopping apps and websites to cater to savvy online shoppers. However, a studies like the recent report by Swirl showing that 76% of women still prefer to shop for clothes and shoes in-store rather than online, might leave some marketers discouraged. The report claims that just one percent
Making Mobile Work For You Read More »