We help clients win at retail and of course, to win at retail, you need to persuade a retailer to support your plan. Whatever you want to do: launch a new product, set up an activation or run a promotion, you need to persuade the retailer to support you. So as you can imagine, we […]
It is clear to pretty much anyone involved in the consumer goods industry, that retail is being disrupted in possibly the most significant way since chain supermarkets were invented. All this retail disruption has massive implications for consumer goods manufacturers, but too often CPG leaders leave this challenge in the hands of the sales team.
CPG leaders – Retail disruption is not just a sales problem Read More »
For shopper marketing to be effective we need to understand shoppers. In our shopper marketing and shopper communication training programs we cover a wide range of shopper behaviors and shopper psychology models that can be used to better understand shoppers. But the one that I find most useful is the concept of System 1 and
Shopper Psychology – System 1 and System 2 Thinking Read More »
The rise of retail media networks has long been an inevitability, with more and more retailers recognizing the huge revenue opportunity to be made. Retailers have long seen their shoppers as a potential audience and therefore revenue stream, but with the rise of online shopping that opportunity has evolved to stretch well beyond the walls
Retail Media Networks – The Future of Shopper Marketing or a Retail Revenue Play? Read More »
We spend a lot of money on signage in stores. There are the production costs and creative agencies fees. For manufacturers there are often fees to pay the retailer too. Plus of course our own time. And yet too often the quality of the in store messages we deliver to the shopper isn’t that good.
In Store Messages – Conveying complex messages to shoppers Read More »
Getting an agency brief right is a challenge across all of marketing. While 78% of marketers thing that their briefs provide clear strategic direction, only 5% of agencies agree. 80% of marketers think they are good at writing briefs. Only 10% of agencies agree. And from my experience, the situation is worse in the world
How to write a shopper marketing brief and get better results from your agency Read More »
A little while ago I posted about secondary locations: placing your product in an additional location (incremental to the home shelf) to drive incremental purchase. The post generated a lot of feedback about cross merchandising and a number of questions about how to decide when and what to cross merchandise. In this post I’ll discuss
Cross merchandising – how to get it right Read More »
Wherever you work in consumer goods, you know how important the retailer is to your success. Whether you are in marketing, sales, shopper marketing or trade marketing or category: progress and results will be limited without support from our retail partners. We need their support: but when I speak with retailers I hear similar frustrations
Seven ways your sales presentations frustrate your retail customer Read More »
The right combination of Point of Sale Materials (POSM) can make a huge difference to your sales and profit. A simple switch in the combination of materials can double your sales. So, how do you decide which POSM you use to support a particular activity? It sounds like a simple question, so let me rephrase
How to drive better POSM Effectiveness Read More »
Excelling in shopper communication isn’t easy. Just take a look around a typical store or retail website and its often hard to find even one example that is remarkable. There are so many pitfalls, so many mistakes that can be made. And one of the biggest mistakes is to try to do too many things.
The most important rule in shopper communication – be single-minded Read More »
