How to ensure that shopper research leads to actionable shopper insights

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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 […]

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Sainsbury & Argos – A brave Omnichannel move

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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

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How to Evaluate In-store Marketing Effectiveness

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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

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How to develop customer business plans

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I stumbled across this interesting (and thought provoking) piece a while back. It argues that because things change rapidly, business planning is a waste of time, and is arguably dangerous. Having worked at many brand plans, customer plans, channel plans and business plans myself, the idea that the laborious and often painful task could be

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Creating Effective In-Store Marketing Activity – The First Step

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Most trade marketers would agree that they strive to create effective in-store marketing activities. Yet what do we mean by effective? Often the measure of effectiveness will be ‘did it grow my sales’. Whilst this is an admirable goal, is that single measure truly adequate to ascertain whether an activity was effective?  In our experience,

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Four ways to build shopper engagement and drive growth

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We recently completed research exploring the current state of Shopper Marketing in Ireland. The purpose of this study was to understand key practices and challenges in the industry today, and to share the learnings from this  to help companies as they endeavor to grow. The research surveyed 67 directors and managers across 40 different FMCG companies from 

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State of Shopper Marketing in Ireland – Get a free book!

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The FMCG market is in the midst of the greatest period of change since the birth of the supermarket. As a result of factors such as online retailing, the growth of discounters and media fragmentation we have needed to adapt how we market and sell in this rapidly evolving environment. engage consultants are establishing an

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Free seminar: ‘Driving Results Through A Shopper Marketing Approach’

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Dublin’s Citywest Hotel on 20 May 2015 This event is free, but pre-registration is essential as capacity is limited. Anyone wishing to attend is asked to confirm their attendance as soon as possible to avoid disappointment. Please email eoghan@visualise.ie or stephen.rust@engageconsultants.com to RSVP. Launch event hosted by newly established engage Ireland will feature world-renowned marketing

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