More and more consumer goods companies have conducted both consumer and shopper research. And most are getting much better at using this to create clarity on what needs to be done in both the consumer and shopper marketing activities to get consumers to love and use the brand, and critically to get shoppers to buy it too. […]
Shopper marketing can be frustrating. Not enough budget for shopper research to really understand shoppers? Check! Teams bogged down with too many promotions, spreadsheets and forms? Check! Lots of great ideas, but retailers who always say no? Now you’re talking. In virtually every workshop we run, that last one tops the list of shopper marketing
Selling To Retailers: When the retailer says no Read More »
We work with our clients to help them develop better insights, strategies and plans to help them win with consumers and shoppers. But while they can execute their consumer marketing plans as they see fit, there is a potential barrier to the execution of most shopper marketing plans – the retailer. The majority of shopper
How to structure your value proposition for retail customers Read More »
Getting in-store messaging right is a challenge. Recently I wrote in despair about a set of displays I saw in a supermarket in the UK where I felt huge opportunities had been missed. Many people commented (thanks!) and asked for more examples of really good shopper marketing. So that is what this post is all
Getting In-store Messaging Right – A Great Example from P&G Read More »
“And I want 100% distribution”. Ever heard that in a brand marketer’s presentation to the sales team? Yeah – me too. Way too often. Ever had those panic meetings with marketers who have just been told that one of their SKUs is being delisted by a major retailer? Where they suddenly throw everything at some
Make Shopper-Centric Product ranging Decisions if you want to win at retail Read More »
Maybe the message is getting through. Finally! More and more sales and marketing leaders are telling me that they need their trade marketing team to be more strategic. Weirdly, most of the people who work in trade marketing feel the same. They complain to me about being so busy with tactical stuff that they don’t
15 actions to make your trade marketing team more strategic Read More »
Ever since POPAI started telling the world that most purchase decisions are made in-store (let’s not go into that now); brands have rushed to spend more and more on marketing communication in-store. Unfortunately, much in-store communication investment is wasted. Some of this is inevitable: marketing communication is an inefficient business, and shopper marketing communication is
Avoid the biggest in-store marketing communication mistakes Read More »
As I’ve discussed in recent posts, consumer goods brands spend a fortune on in-store activation. What we do instore is important: it is one of the key ways we can engage with shoppers, after all. And offshelf displays, gondola ends, etc. are found in pretty much any offline retail format. But they are not all
How effective are your offshelf displays? Read More »
Across retail and consumer goods, we spend a fortune on instore signage. And the store, or even the shelf is where much of the spend hits. We spend on shopper research, on agencies to help us design the perfect point of sales materials, and of course for manufacturers, we pay retailers for the privilege of
Instore Signage – Why is it so hard to get it right? Read More »
It has been clear for the last few years that shopping around the world is changing, changing at the fastest rate in a generation. The Covid-19 pandemic appears to have accelerated many of these shifts (most notably the move towards online shopping). Added to all that disruption, we’re entering a global economic downturn. The net
2 + 2 = 5? Time to rethink retail investment strategies Read More »
