For decades, a buoyant supermarket sector has underpinned the growth of brands but, since the financial crisis, the UK retail sector has experienced historic low rates of growth. A new study by Engage Management Consultants suggests that the supermarket sector is not only threatened by macroeconomic trends. Large grocery stores are also currently experiencing significant […]
Supermarkets no longer a source for UK brand growth Read More »
If you work for a consumer goods company there are tough times are ahead. A once highly-profitable industry has seen net profits decline rapidly over the last two decades. We’ve recently conducted a study based on the United Kingdom consumer goods market which suggests profits are likely to decline further over the next 5 years.
A perfect storm for consumer goods companies Read More »
I work in an industry that is addicted to in-store deals. An average consumer goods company will spend 10% of gross sales on promotions. Applied to the world’s 250 leading consumer goods companies this equates to an annual promotions spend of close to US$310 Billion. That’s roughly US$44 spent for every person on the planet
In-store deals – a hard habit to break Read More »
It’s now more than ten years since Chris Hoyt coined the term “Shopper Marketing”. Shopper marketing is no longer a niche discipline for many brands and recent surveys in Europe, Africa and Asia suggest that leading brands have been applying the principles of shopper marketing for well over five years now. Much has been learnt
Shopper Marketing – Step up and add value Read More »
“We have millions of shoppers, invest in our in-store displays and you’ll have access to this huge audience”? Which retailer am I quoting? Trick question! It could be any of them, and chances are that if you’ve worked with any of the world’s major retailers you will have heard this many times. Yet much of the
Are you wasting money on in-store displays? Read More »
As you can imagine, I spend quite a lot of time trawling around stores looking for new and interesting shopper marketing activity. Shopper marketing is all about influencing shoppers to change their behavior. One way of changing shopper behavior is to encourage impulse purchase. Here are three key strategies, together with some great examples, of
Three simple in-store strategies to drive impulse purchase Read More »
Over the last few weeks, I’ve been asked a number of times about the differences between trade marketing and shopper marketing. Many questions come from managers struggling with organizational questions like “Where should shopper marketing sit?” and “Isn’t it really just a new brand name for trade marketing?” The reality is that the differences between shopper marketing
Trade Marketing and Shopper Marketing – What is the difference? Read More »
When Mike Anthony and I started writing “The Shopper Marketing Revolution” in 2009, the world was a very different place. In our book we set out to define a new marketing model for the consumer goods industry. In 2009 we felt the need for this change had become extreme. We saw that most companies with whom we
How Shoppers, Shopping Behaviors And Retailers Have Changed Read More »
