At engage, we get to see a lot of shopper research. We commission research on behalf of our clients regularly, but often we are handed over research reports soon after the work has been commissioned, and we help our clients derive insight and strategy from the work. Often the studies involve in-store research: observations, exit […]
The Most Common Mistake in Shopper Research Read More »
Shopper marketing as a term has now been around for some time: and one could be forgiven for thinking that every business was well and truly on the shopper marketing bandwagon. But in reality that simply isn’t true. Many organizations still don’t have anyone with ‘shopper’ in their title. Other companies have re-branded their Trade
What is shopper marketing? A shopper marketing definition that adds real value 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 marketing is a tough place to be strategic. When we speak with shopper marketers (and trade marketers, for that matter) they complain of being ‘stuck in the middle’, jammed between two (sometimes opposing) strategies. On the one hand, brand teams are pushing their brand strategies, and on the other side, retailers have their strategies,
Shopper Marketing Strategy in Five Steps Read More »
Most of us know that to be really effective at shopper marketing, we need to know about and understand our shoppers. Without an ability to identify our target shoppers, and to understand about their motivations and behaviors, our shopper marketing strategies and programs are likely to be generic. But for really good shopper marketing, understanding
What shopper marketers need to know about consumers Read More »
E-Commerce is booming in many parts of the world. The pace of growth varies by geography and category, but it seems that the world is waking up to the fact that e-commerce is coming: the only question is how fast. Adapting your business to e-commerce brings with it many opportunities, and no shortage of challenges.
Building a sales team for an eCommerce future Read More »
76%. As in “76% of purchase decisions are made in-storeâ€. We’ve all heard it a thousand times, I’m sure.  At first glance it might feel almost comforting, its been around for so long. And we all know that shoppers do make decisions in-store, and we are all busy spending money to influence these shoppers with displays,
The most dangerous number in shopper marketing Read More »
In a conversation with a prospective client, we discussed the power of shopper marketing. He challenged me to show him some really great examples of shopper marketing, saying: “That’s all very well, but I just don’t see it happening. All is see in-stores is generic, ordinary – I can’t see the shopper marketing difference. Come back
What does great shopper marketing look like? Read More »
There are many benefits of making shopper marketing a part of your business, of making your business more shopper-centric. But there is one benefit that we see again and again from our work with clients. Businesses that make shopper a part of the way they do business are far more successful at integrating marketing and
Sales and Marketing Alignment – The Secret Power of Shopper Marketing 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 »
