Right now, more than ever, you need to change your approach to engaging with shoppers and encouraging them to buy. The recent Covid situation has changed stores and shoppers, and so we need to do things differently. But more than that, competition is about to get really tough. So we need to change, and we […]
Improve shopper engagement in one easy step Read More »
Instore promotions. Price promotions. Giveaways. Free with purchase. Buy-one get-one-free. Remember them? Not so long ago it seemed like every store in the world was full of discounts, deals and offers. Love them or hate them, they were a massive part of how brands and retailers tried to win with shoppers. Then Coronavirus happened, and
Are you ready for the return of instore promotions? Read More »
As Covid-19 spreads around the world, the first casualty in many organizations was training. Because for many businesses, their training and development efforts rely heavily on classroom training. And for good reason: high quality classroom training can be highly effective. But as it becomes clear that the coronavirus crisis will be around for a while,
How to build capability without classroom training Read More »
The consumer goods industry spends a lot of money on instore activity. But how much of it is effective? Well, that rather depends on what we mean by effective! Often the measure of effectiveness will be ‘did it grow my sales?’ Why is that? Because, in most cases, the core objective of the activity was…
The first step to creating effective instore activities (online and offline!) Read More »
Its not easy to create something really different in a retail environment. In this article I’d like to share a shopper marketing case study that does this and use it to understand some of the critical success factors behind creating significant change in-store – nine key learnings from one in-store marketing case study! Shopper Marketing
Shopper Marketing Case Study – Bringing Excitement to the Frozen Aisle Read More »
Pretty much everyone in category development, shopper marketing, trade marketing and beyond has been there. There is a need or opportunity to lead a big category or shopper project, but you don’t have much/any bespoke shopper research. You want to create some mind-blowing shopper insights to transform the fixture, but you don’t feel you have
How to create unique shopper insights without much shopper data Read More »
We see all around us evidence that retail is going through massive change. Millions of words have been dedicated to describing retail dynamics, often framed as a battle between online and offline channels. Its a narrative which is absorbing many of us, both from inside and outside the retail and consumer goods industries. But much
Explaining Today’s Retail Dynamics – and what happens next! Read More »
Following a recent post on the hidden secrets to creating insights, we got a load of questions asking for more watch-outs and tips for creating better insights. There are plenty that we’ve picked up over years of creating insights for some of the biggest companies in the world, and you can get all of it
I’ve just finished a series of workshops with a client helping them discover and create actionable insights. The work they did was excellent and has created around twenty-five million dollars of extra revenue which can be delivered immediately. Not bad for a training program. And more than that. This approach built capability, and changed the
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Possibly the biggest challenge to consumer goods companies is making their retail activities be more effective. The consumer goods industry pours billions of dollars every year into retail marketing activities, yet every analysis I’ve ever seen suggests that most of those activities are simply not effective. As the pressure to spend more at retail increases,
Effective Retail Marketing – What Every Consumer Brand Needs to Know Read More »
