Shopper marketing can be frustrating. Not enough budget for shopper research to really understand shoppers? Check! Teams bogged down with too many promotions, spreadsheets and forms? Check! Lots of great ideas, but retailers who always say no? Now you’re talking. In virtually every workshop we run, that last one tops the list of shopper marketing […]
Selling To Retailers: When the retailer says no Read More »
We work with our clients to help them develop better insights, strategies and plans to help them win with consumers and shoppers. But while they can execute their consumer marketing plans as they see fit, there is a potential barrier to the execution of most shopper marketing plans – the retailer. The majority of shopper
How to structure your value proposition for retail customers Read More »
“And I want 100% distribution”. Ever heard that in a brand marketer’s presentation to the sales team? Yeah – me too. Way too often. Ever had those panic meetings with marketers who have just been told that one of their SKUs is being delisted by a major retailer? Where they suddenly throw everything at some
Make Shopper-Centric Product ranging Decisions if you want to win at retail Read More »
Maybe the message is getting through. Finally! More and more sales and marketing leaders are telling me that they need their trade marketing team to be more strategic. Weirdly, most of the people who work in trade marketing feel the same. They complain to me about being so busy with tactical stuff that they don’t
15 actions to make your trade marketing team more strategic Read More »
Across retail and consumer goods, we spend a fortune on instore signage. And the store, or even the shelf is where much of the spend hits. We spend on shopper research, on agencies to help us design the perfect point of sales materials, and of course for manufacturers, we pay retailers for the privilege of
Instore Signage – Why is it so hard to get it right? Read More »
It has been clear for the last few years that shopping around the world is changing, changing at the fastest rate in a generation. The Covid-19 pandemic appears to have accelerated many of these shifts (most notably the move towards online shopping). Added to all that disruption, we’re entering a global economic downturn. The net
2 + 2 = 5? Time to rethink retail investment strategies Read More »
Right now, more than ever, you need to change your approach to engaging with shoppers and encouraging them to buy. The recent Covid situation has changed stores and shoppers, and so we need to do things differently. But more than that, competition is about to get really tough. So we need to change, and we
Improve shopper engagement in one easy step Read More »
Instore promotions. Price promotions. Giveaways. Free with purchase. Buy-one get-one-free. Remember them? Not so long ago it seemed like every store in the world was full of discounts, deals and offers. Love them or hate them, they were a massive part of how brands and retailers tried to win with shoppers. Then Coronavirus happened, and
Are you ready for the return of instore promotions? Read More »
The consumer goods industry spends a lot of money on instore activity. But how much of it is effective? Well, that rather depends on what we mean by effective! Often the measure of effectiveness will be ‘did it grow my sales?’ Why is that? Because, in most cases, the core objective of the activity was…
The first step to creating effective instore activities (online and offline!) Read More »
Pretty much everyone in category development, shopper marketing, trade marketing and beyond has been there. There is a need or opportunity to lead a big category or shopper project, but you don’t have much/any bespoke shopper research. You want to create some mind-blowing shopper insights to transform the fixture, but you don’t feel you have
How to create unique shopper insights without much shopper data Read More »
