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 »
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 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 »
What do you need for successful shopper marketing? Great insight? For sure. A great retail selling story to get support from your customers? Indeed! Really simple execution at the point of purchase? Absolutely. Here is a simple case of a really simple in-store execution which had all these things, but still failed. Why? Because shopper
Can you win at the Point of Purchase and Still Lose? Yes! Read More »
Anyone involved in FMCG or consumer goods in general: Whether you are in marketing, trade marketing, shopper marketing or sales; whether you work for a retailer or a supplier; one thing is true. If you don’t win with shoppers, you don’t win. Great marketing campaigns count for nothing if the shopper doesn’t buy. Great companies
In Consumer Goods? One thing you must do all the time! 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 »
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 »
Most trade marketers would agree that they strive to create effective in-store marketing activities. Yet what do we mean by effective? Often the measure of effectiveness will be ‘did it grow my sales’. Whilst this is an admirable goal, is that single measure truly adequate to ascertain whether an activity was effective? In our experience,
Creating Effective In-Store Marketing Activity – The First Step Read More »
In his recent blog post, Mike Anthony touches upon the difficulty and the challenges of perfecting in-store execution. It is sometimes hard to believe how coordinated and well-planned promotions, displays, and other in-store activity do not deliver up to the set standards. The statistics only prove the point even more – POPAI suggests that lack
How to Encourage Retail Compliance For Excellent In-store Execution Read More »
