One of the biggest mistakes a marketer can make is assuming that the person who consumes a product and the one who actually buys it are one and the same. Infants don’t buy baby formula. Cats and dogs have very little say in the food their human companions choose for them. And most of the […]
Don’t Assume The Consumer And The Shopper Are The Same Read More »
Brands are working hard to develop mobile-friendly shopping apps and websites to cater to savvy online shoppers. However, a studies like the recent report by Swirl showing that 76% of women still prefer to shop for clothes and shoes in-store rather than online, might leave some marketers discouraged. The report claims that just one percent
Making Mobile Work For You Read More »
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 »
Brands are often presented with a variety of sales outlets to choose from – shopping malls, standalone stores, and discount stores, for instance. In some of our past work with electronics companies, we’ve learnt that the decision of which channel is best depends on two main factors – the type of target shoppers, and the
Understanding Shoppers Is Key To Winning Channel Strategy Read More »
There are many differences between online shopping and the high street but they also have a great deal in common: to be successful in either they must both achieve the right balance of offer, availability and communication coupled with great customer service to give competitive advantage. Tell me (communication) clearly what it is (offer) and
Getting The In-store Marketing Mix Right – Online Or Offline 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 »
I do love this time of year in Malaysia as it is holiday time. Well, to be truthful it has been holiday time for quite a while now. Every discussion revolves around holidays and these discussions take on many different faces. It could be the “what I am planning to do with my days off”,
Seasonal Promotions Madness Read More »
Our upcoming seminar – Drive business growth and profitability with groundbreaking shopper research – brings together all the essential elements marketers, sales, and researchers need to know in order to maximize returns from trade spend and research investment. Understanding shopper behavior is more critical than ever before. As traditional media has become yet more fragmented,
Groundbreaking Shopper Research – Drive Business Growth and Profitability Read More »