We see all around us evidence that retail is going through massive change. Millions of words have been dedicated to describing retail dynamics, often framed as a battle between online and offline channels. Its a narrative which is absorbing many of us, both from inside and outside the retail and consumer goods industries. But much […]
Explaining Today’s Retail Dynamics – and what happens next! Read More »
Following a recent post on the hidden secrets to creating insights, we got a load of questions asking for more watch-outs and tips for creating better insights. There are plenty that we’ve picked up over years of creating insights for some of the biggest companies in the world, and you can get all of it
I’ve just finished a series of workshops with a client helping them discover and create actionable insights. The work they did was excellent and has created around twenty-five million dollars of extra revenue which can be delivered immediately. Not bad for a training program. And more than that. This approach built capability, and changed the
How to create actionable insights Read More »
Fundamentals. We all know that they are important yet often, they are easy to forget or overlook. Ask any Sales Director or Sales Manager: “How important is it that your team really understands its customers?” Most, if not all, would agree that this is massively important. Yet in our work with clients, we find again
Retail Customer Understanding – How well do you know your customer? Read More »
There is nothing more frustrating than when a retailer says ‘no’ to one of your wonderful shopper marketing campaigns. At our workshops, it is the most common source of frustration for clients and shopper marketing agencies. And that is understandable. So how can shopper marketers avoid this frustration and improve the chances of their brilliant
Shopper Marketing Campaigns – Why the retailer says ‘no’ Read More »
It is a question that comes up frequently. When I talk to General Managers, CEOs, and sales leaders: “All is good, but my trade marketing team is a little tactical – what should I do about it?” Sometimes they substitute shopper marketing team, or category development team for trade marketing, but the message is still
Trade Marketing – What do we mean by Strategic Trade Marketing? Read More »
It is clear that e-commerce disruption is a massive force of change in the consumer goods world. Even in markets where e-commerce share is still relatively small, it is changing shopper behavior in quite remarkable ways, and that in turn is putting pressure on the relationships between manufacturers and retailers. But there is more disruption
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 »
One of the most fascinating things about studying shoppers and retail is the diversity. Every store in the world is different. Of course, there are similarities, particularly within a chain. But every store is unique by the simple fact that it is in a unique location. And that means that every single store has a different
Retail Channel Strategy – Shopper First! Read More »
Probably one of the most common questions we receive from clients and attendees at conferences is “How do I create shopper insights?” To be honest I’ve always found it a little tricky to answer: because its not always clear what the individual means by ‘insight’ and also because the way we create insights isn’t straightforward
Creating Shopper Insights – New E-Book Read More »
