In my last post I questioned the domination of data and quantified shopper research, and outlined some of the key reasons why qualitative shopper research was perhaps not being used as much. Yet in the same way that qualitative research is valuable in the consumer realm, qualitative shopper research can be priceless for shopper marketers […]
How To Get The Most Out Of Qualitative Shopper Research Read More »
With all the hype around Big Data, one could be forgiven for thinking that qualitative research has been retired and put out to pasture. Across the globe, insights teams appear obsessed with numbers and are packed full of analytics people, crunching data in an attempt to deduce the answer to everything. Qualitative research seems to
Big data isn’t enough – we need more qualitative shopper research Read More »
Stockouts are the bane of any shopping trip. They are also incredibly costly to brands and retailers alike. Yet time and again as I go around stores, it appears that as an industry we are failing in this fundamental task. Stockouts are everywhere. In a recent visit to a Tesco store in India, category after
Want better results at retail? Focus on stockouts! Read More »
There is an almost universal desire among trade marketers to create a more strategic Trade Marketing function. In all the workshops and seminars we’ve conducted, trade marketers are frustrated that they are often left out of strategic processes and left to execute strategies developed by consumer marketing teams. There is a feeling (which we empathize with)
The Strategic Role of Trade Marketing Read More »
In a marketing world which seems to be ever-increasingly digital, it is easy for elements of the marketing mix such as packaging design to get forgotten. Yet packaging is one of the most powerful parts of the marketing mix, or could be if it was managed effectively. Most critical is to recognize that packaging must
5 ways to ensure your packaging design works for shoppers Read More »
There was a time when dual merchandising (the siting of your product in a secondary location in a store, in addition to its usual place) was something that every trade marketer or shopper marketer targeted. Over the years significant funds have been spent (and often wasted!) and wasted on getting products to another location in a store.
In-store Activity: Secondary Locations Read More »
Associate Director of Consulting Sharon Yourell Lawlor has been working in FMCG for 20 years in companies such as Britvic, GSK and Mars, working on iconic brands such as 7up, Pepsi and Club Orange. In 2011, Sharon’s ad ‘Best Bits In The World’ was the most viewed Irish ad on Youtube. In 2015 Sharon set up Think Plan Do Consulting. Sharon joins engage as an
Sharon Yourell Lawlor Read More »
It is now pretty universally agreed that marketing to shoppers is critical to consumer goods success. Underpinning effective shopper marketing is the creating of shopper understanding, and that requires shopper research. But time and again we meet clients who are somewhat disappointed with the outputs of that research. It’s a recurring challenge – too often shopper
How to ensure that shopper research leads to actionable shopper insights Read More »
Bricks and mortar grocery retailers have long realized that physical stores alone will not be enough to prosper in the coming decade. So where exactly is the excitement in the news that Sainsbury, the supermarket operator, is looking to buy a non-food retailer Argos? What does this acquisition have to do with omnichannel? Pretty much
Sainsbury & Argos – A brave Omnichannel move Read More »
The worlds of retailing and marketing are in the midst of a period of change the likes of which haven’t been seen in generations. Advances in technology and the evolution of connected consumers has led to shoppers who are more empowered than they have ever been and this has dramatically changed the balance of power
Shopper Marketing Trends – 2016 Read More »
