engage’s Toby Desforges recently wrote a popular article on his blog about whether shopper marketing means the end of category management. The post, slightly controversial as it was, has generated widespread comments on our social profiles. In this blog post, Toby refers to a conversation he had with Dr. Brian Harris while researching for this […]
Does Shopper Marketing Mean The End Of Category Management? Read More »
Shopper marketing is gaining momentum as consumer and trade marketers recognize the potential to gain sustainable results in terms of profitability, brand value, and customer relationships. And that’s great! We’re thrilled that the industry is waking up to the reality that the old system isn’t working. But a common misconception we’re seeing is that these same
In-store Marketing Is The Halfway Point, Not The Start. Read More »
As an organization who works in the shopper marketing, we are sometimes surprised that some companies seem to leave their marketing creativity at the door to the store. The engage team recently visited a number of convenience stores in Bangkok to observe what major green tea brands were doing in-store to drive sales – and
Oishi and Ichitan Green Tea – Missing In-Store Marketing Opportunities? Read More »
When Mike Anthony and I started writing “The Shopper Marketing Revolution” in 2009, the world was a very different place. In our book we set out to define a new marketing model for the consumer goods industry. In 2009 we felt the need for this change had become extreme. We saw that most companies with whom we
How Shoppers, Shopping Behaviors And Retailers Have Changed Read More »