In-Store Marketing

In a recent article I discussed the engage Shopper Activation Wheel™: a powerful process to help teams identify and create more effective shopper marketing activations and in-store activities. I shared three powerful tools and ideas embedded in the Shopper Activation Wheel™ that really help us select the most effective tactics: Identifying the target shopper: Setting

Shopper Marketing Value – it isn’t all about sales! A client said to me recently that ‘all supermarkets are basically the same’: and at one level, I guess that they are! But, on so many other levels, they are most certainly not. And as shopper marketing and trade marketing teams seek to maximize the impact

A little while ago I posted about secondary locations: placing your product in an additional location (incremental to the home shelf) to drive incremental purchase. The post generated a lot of feedback about cross merchandising and a number of questions about how to decide when and what to cross merchandise. In this post I’ll discuss

The right combination of Point of Sale Materials (POSM) can make a huge difference to your sales and profit. A simple switch in the combination of materials can double your sales. So, how do you decide which POSM you use to support a particular activity? It sounds like a simple question, so let me rephrase

Excelling in shopper communication isn’t easy. Just take a look around a typical store or retail website and its often hard to find even one example that is remarkable. There are so many pitfalls, so many mistakes that can be made. And one of the biggest mistakes is to try to do too many things.

Getting in-store messaging right is a challenge. Recently I wrote in despair about a set of displays I saw in a supermarket in the UK where I felt huge opportunities had been missed. Many people commented (thanks!) and asked for more examples of really good shopper marketing. So that is what this post is all

Ever since POPAI started telling the world that most purchase decisions are made in-store (let’s not go into that now); brands have rushed to spend more and more on marketing communication in-store. Unfortunately, much in-store communication investment is wasted. Some of this is inevitable: marketing communication is an inefficient business, and shopper marketing communication is

As I’ve discussed in recent posts, consumer goods brands spend a fortune on in-store activation. What we do instore is important: it is one of the key ways we can engage with shoppers, after all. And offshelf displays, gondola ends, etc. are found in pretty much any offline retail format. But they are not all

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,