Most of us know that to be really effective at shopper marketing, we need to know about and understand our shoppers. Without an ability to identify our target shoppers, and to understand about their motivations and behaviors, our shopper marketing strategies and programs are likely to be generic. But for really good shopper marketing, understanding […]
What shopper marketers need to know about consumers Read More »
E-Commerce is booming in many parts of the world. The pace of growth varies by geography and category, but it seems that the world is waking up to the fact that e-commerce is coming: the only question is how fast. Adapting your business to e-commerce brings with it many opportunities, and no shortage of challenges.
Building a sales team for an eCommerce future Read More »
76%. As in “76% of purchase decisions are made in-storeâ€. We’ve all heard it a thousand times, I’m sure.  At first glance it might feel almost comforting, its been around for so long. And we all know that shoppers do make decisions in-store, and we are all busy spending money to influence these shoppers with displays,
The most dangerous number in shopper marketing Read More »
In a conversation with a prospective client, we discussed the power of shopper marketing. He challenged me to show him some really great examples of shopper marketing, saying: “That’s all very well, but I just don’t see it happening. All is see in-stores is generic, ordinary – I can’t see the shopper marketing difference. Come back
What does great shopper marketing look like? Read More »
There are many benefits of making shopper marketing a part of your business, of making your business more shopper-centric. But there is one benefit that we see again and again from our work with clients. Businesses that make shopper a part of the way they do business are far more successful at integrating marketing and
Sales and Marketing Alignment – The Secret Power of Shopper Marketing Read More »
Shopper marketers know that part of their job is to communicate effectively to shoppers while the shopper is in the store. Often lots of effort is put into getting the right communication message (sometimes not so much, too!), but in our experience one area of in-store communication planning is overlooked more than any other. Not
In-store communication – where best to communicate with shoppers Read More »
Shopper Marketing is growing fast. No matter where you look companies are looking to grow their shopper marketing teams. Yet, if the number of calls I get from headhunters or clients is anything to go by, there is a chronic shortage of shopper marketing talent. How then should business leaders – Marketing Directors, or Heads of Shopper Marketing –
How to Win the Shopper Marketing Talent War Read More »
Key account managers and sales managers make countless presentations to retailers. Huge amounts of investment and sales are resting on the outcomes of these presentations: failing to get a listing or agreement to an activity can spell disaster. Most sales people and marketers know that creating a clear value proposition to the retailer is key.
We’re cutting back on all our shopper research this year: it just tells us stuff we already know, and doesn’t lead to any insight The above quote came from a VP in a major global corporation. It talks about shopper research but could easily have been made about consumer research. Millions and millions of dollars
How to write a market research brief Read More »
Whenever we start a project, the first thing we do is a thorough audit of what market research data, reports and insights the organization already has. We do this because experience tells us that really great insight rarely comes from one piece of work; it most often comes from amalgamating data and input from all
How to double the value of your market research data Read More »
