Most marketers are able to develop a pretty good understanding of their target consumers’ needs and desires. This, after all, lies at the heart of a brands consumer proposition. But when it comes to understanding shopper needs, my experience is that marketers often have a less detailed understanding of what shoppers are looking for. Whether your […]
Shopper needs are different to consumer needs Read More »
Whenever I present at conferences or training events, the topic of getting retail support for initiatives comes up. After all, it’s all very well having a great idea of what to do in a store to influence shoppers, but unfortunately (so the argument goes) retailers are conservative, and getting them to do anything radical is
Get retail support – how to manage a retail test Read More »
The relationship between marketer and agency is absolutely critical for shopper marketing success. Yet in conversations with both parties, it seems that often the other party doesn’t quite meet expectations. So what do brands need from a shopper marketing agency? There is of course the usual list of things that clients typically want from agencies (innovative
Five things brands need from a shopper marketing agency Read More »
Survey after survey suggests that consumer goods companies are expanding their shopper marketing teams, and maybe there are lots of people out there considering a career in one of the fastest areas of the marketing arena. But if you’re recruiting, what are the top qualities you should look for in a prospective shopper marketer:
What does it take to be a great shopper marketer? Read More »
Director of Consulting Before joining engage as Director of Consulting for Turkey and the Middle East, Kenan Nashat’s career in integrated marketing spanned over a quarter of a century across the UK, France, Turkey, Eastern Europe and Asia. He started his career in direct marketing in London before moving to Turkey. there, he worked with BBDO developing
“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 »
Managing big customers is difficult. But its massively important to the success of our brands. Those retailers typically stand between us and the shopper, after all. We have great ideas, and a great plan, but to make it happen in-stores we need to convince retailers that its in their interests to support us. Most key
Four simple ways to better understand changing customer needs Read More »
In my last post I questioned the domination of data and quantified shopper research, and outlined some of the key reasons why qualitative shopper research was perhaps not being used as much. Yet in the same way that qualitative research is valuable in the consumer realm, qualitative shopper research can be priceless for shopper marketers
How To Get The Most Out Of Qualitative Shopper Research Read More »
With all the hype around Big Data, one could be forgiven for thinking that qualitative research has been retired and put out to pasture. Across the globe, insights teams appear obsessed with numbers and are packed full of analytics people, crunching data in an attempt to deduce the answer to everything. Qualitative research seems to
Big data isn’t enough – we need more qualitative shopper research Read More »
Stockouts are the bane of any shopping trip. They are also incredibly costly to brands and retailers alike. Yet time and again as I go around stores, it appears that as an industry we are failing in this fundamental task. Stockouts are everywhere. In a recent visit to a Tesco store in India, category after
Want better results at retail? Focus on stockouts! Read More »
