Shopper Marketing

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 […]

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

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,

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

76%. As in  “76% of purchase decisions are made in-store”. 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,

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

Shopper Marketing is growing fast. No matter where you look companies are looking to grow their shopper marketing teams. Yet, if the number of calls I get from headhunters or clients is anything to go by, there is a chronic shortage of shopper marketing talent. How then should business leaders – Marketing Directors, or Heads of Shopper Marketing –

It’s now more than ten years since Chris Hoyt coined the term “Shopper Marketing”. Shopper marketing is no longer a niche discipline for many brands and recent surveys in Europe, Africa and Asia suggest that leading brands have been applying the principles of shopper marketing for well over five years now. Much has been learnt

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