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 is an almost universal desire among trade marketers to create a more strategic Trade Marketing function. In all the workshops and seminars we’ve conducted, trade marketers are frustrated that they are often left out of strategic processes and left to execute strategies developed by consumer marketing teams. There is a feeling (which we empathize with)
The Strategic Role of Trade Marketing Read More »
In a marketing world which seems to be ever-increasingly digital, it is easy for elements of the marketing mix such as packaging design to get forgotten. Yet packaging is one of the most powerful parts of the marketing mix, or could be if it was managed effectively. Most critical is to recognize that packaging must
5 ways to ensure your packaging design works for shoppers 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 »
Associate Director of Consulting Sharon Yourell Lawlor has been working in FMCG for 20 years in companies such as Britvic, GSK and Mars, working on iconic brands such as 7up, Pepsi and Club Orange. In 2011, Sharon’s ad ‘Best Bits In The World’ was the most viewed Irish ad on Youtube. In 2015 Sharon set up Think Plan Do Consulting. Sharon joins engage as an
Sharon Yourell Lawlor Read More »
Over the last few weeks, I’ve been asked a number of times about the differences between trade marketing and shopper marketing. Many questions come from managers struggling with organizational questions like “Where should shopper marketing sit?” and “Isn’t it really just a new brand name for trade marketing?” The reality is that the differences between shopper marketing
Trade Marketing and Shopper Marketing – What is the difference? Read More »
It is now pretty universally agreed that marketing to shoppers is critical to consumer goods success. Underpinning effective shopper marketing is the creating of shopper understanding, and that requires shopper research. But time and again we meet clients who are somewhat disappointed with the outputs of that research. It’s a recurring challenge – too often shopper
How to ensure that shopper research leads to actionable shopper insights Read More »
Bricks and mortar grocery retailers have long realized that physical stores alone will not be enough to prosper in the coming decade. So where exactly is the excitement in the news that Sainsbury, the supermarket operator, is looking to buy a non-food retailer Argos? What does this acquisition have to do with omnichannel? Pretty much
Sainsbury & Argos – A brave Omnichannel move Read More »
The worlds of retailing and marketing are in the midst of a period of change the likes of which haven’t been seen in generations. Advances in technology and the evolution of connected consumers has led to shoppers who are more empowered than they have ever been and this has dramatically changed the balance of power
Shopper Marketing Trends – 2016 Read More »
Again and again we poll clients (and agencies) and again and again we come up with the same answers. Despite the apparent increase in the availability of data, too often the effectiveness of in-store marketing activities is simply not measured, or not effectively measured. Despite most marketers having more data available to them than ever before, too many activities are
How to Evaluate In-store Marketing Effectiveness Read More »
