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 »
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 »
