The rise of e-commerce is impacting a wide range of marketing practices. Now, according to a new report, it is causing marketers to call for the combining of brand marketing budgets and trade marketing budgets. Well – about time! We’d argue that this need and demand has been there for a very long time – […]
Marketing Budgets – Time to bring brand and trade budgets together Read More »
Around the world, trade spend (monies spent with retailers in the course of doing business with them) is growing fast. Big retail customers are getting more demanding, and new customers (online, discounters, convenience stores) are demanding too. Media fragmentation, and the pernicious, hopeful belief that it is possible to influence most shoppers at the point of purchase encourages
Retail Investment – A Checklist for Better ROI Read More »
A few weeks ago, I was visiting some stores in St. Petersburg, Russia. As I walked around the store, I noticed an interesting packaging execution in the whisky aisle. White Horse had created three pack variations which, when merchandised next to each other, created brilliant brand impression. I thought it looked good, snapped a picture,
Pre Evaluation of In-store Activity – Allowing for Imperfection Read More »
One of the most fascinating things about studying shoppers and retail is the diversity. Every store in the world is different. Of course, there are similarities, particularly within a chain. But every store is unique by the simple fact that it is in a unique location. And that means that every single store has a different
Retail Channel Strategy – Shopper First! Read More »
Probably one of the most common questions we receive from clients and attendees at conferences is “How do I create shopper insights?” To be honest I’ve always found it a little tricky to answer: because its not always clear what the individual means by ‘insight’ and also because the way we create insights isn’t straightforward
Creating Shopper Insights – New E-Book Read More »
“My business doesn’t really get shopper” is a common refrain. Whenever we do conferences, or webinars, many of the most common questions revolve around how to get shopper marketing moving in their business. Many companies don’t have large shopper marketing teams (many don’t have shopper marketing teams at all!) Even more don’t have large shopper
Make your business more shoppercentric in six simple steps Read More »
At engage, we get to see a lot of shopper research. We commission research on behalf of our clients regularly, but often we are handed over research reports soon after the work has been commissioned, and we help our clients derive insight and strategy from the work. Often the studies involve in-store research: observations, exit
The Most Common Mistake in Shopper Research Read More »
Shopper marketing as a term has now been around for some time: and one could be forgiven for thinking that every business was well and truly on the shopper marketing bandwagon. But in reality that simply isn’t true. Many organizations still don’t have anyone with ‘shopper’ in their title. Other companies have re-branded their Trade
What is shopper marketing? A shopper marketing definition that adds real value Read More »
In a recent post, I shared a simple approach to identifying the best placement for in-store communication. Often, (and as was the case with some of the examples I shared the post) the optimum placement for in-store communication doesn’t lie in your category. Many readers asked how best to overcome this challenge. In this blog
Cross category placement – Getting the retailer to say yes! Read More »
Shopper marketing is a tough place to be strategic. When we speak with shopper marketers (and trade marketers, for that matter) they complain of being ‘stuck in the middle’, jammed between two (sometimes opposing) strategies. On the one hand, brand teams are pushing their brand strategies, and on the other side, retailers have their strategies,
Shopper Marketing Strategy in Five Steps Read More »
