engage’s Toby Desforges recently wrote a popular article on his blog about whether shopper marketing means the end of category management. The post, slightly controversial as it was, has generated widespread comments on our social profiles. In this blog post, Toby refers to a conversation he had with Dr. Brian Harris while researching for this […]
Does Shopper Marketing Mean The End Of Category Management? Read More »
Brands are often presented with a variety of sales outlets to choose from – shopping malls, standalone stores, and discount stores, for instance. In some of our past work with electronics companies, we’ve learnt that the decision of which channel is best depends on two main factors – the type of target shoppers, and the
Understanding Shoppers Is Key To Winning Channel Strategy Read More »
There are many differences between online shopping and the high street but they also have a great deal in common: to be successful in either they must both achieve the right balance of offer, availability and communication coupled with great customer service to give competitive advantage. Tell me (communication) clearly what it is (offer) and
Getting The In-store Marketing Mix Right – Online Or Offline Read More »
Shopper marketing is gaining momentum as consumer and trade marketers recognize the potential to gain sustainable results in terms of profitability, brand value, and customer relationships. And that’s great! We’re thrilled that the industry is waking up to the reality that the old system isn’t working. But a common misconception we’re seeing is that these same
In-store Marketing Is The Halfway Point, Not The Start. Read More »
As an organization who works in the shopper marketing, we are sometimes surprised that some companies seem to leave their marketing creativity at the door to the store. The engage team recently visited a number of convenience stores in Bangkok to observe what major green tea brands were doing in-store to drive sales – and
Oishi and Ichitan Green Tea – Missing In-Store Marketing Opportunities? Read More »
I do love this time of year in Malaysia as it is holiday time. Well, to be truthful it has been holiday time for quite a while now. Every discussion revolves around holidays and these discussions take on many different faces. It could be the “what I am planning to do with my days off”,
Seasonal Promotions Madness Read More »
Our upcoming seminar – Drive business growth and profitability with groundbreaking shopper research – brings together all the essential elements marketers, sales, and researchers need to know in order to maximize returns from trade spend and research investment. Understanding shopper behavior is more critical than ever before. As traditional media has become yet more fragmented,
Groundbreaking Shopper Research – Drive Business Growth and Profitability Read More »
Few women will categorize cosmetics as a non-essential; while beauty may be in the eye of the beholder, it never hurts to look glamorous and/or professional at all times. Most women would also agree that shopping for cosmetics is fun – what is there to not love about trying on different lipstick colors, new shades
Try-Me-Out’s – How Health & Beauty Retailers Are Leveraging This Powerful Tool Read More »
Most businesses spend significant amounts on in-store promotions, and the planning, selling and implementation of these activities take vast amounts of resource. Yet engage’s research suggests that up to 70% of promotion investment delivers little or no financial return to suppliers. Only by setting clear shopper and financial objectives, monitoring the execution and reviewing the
Promotions That Change Shopper Behavior Read More »
Mastering the art and science of distributor management could take several long years of hard work with major manufacturers and retailers. engage’s upcoming seminar, Comprehensive Distributor Management, takes you through a shortcut to learn what experienced professionals have acquired in their decade-long work in the field. In this one-day seminar, learn about the building blocks
Comprehensive Distributor Management Read More »