Discounters are on the march. And its not just a recession thing (though of course that helps!) Discounters are growing fast. How? And why? At a time when most bricks & mortar stores are struggling it is easy to assume that physical stores are dying. Yet discounters are proving that simply isn’t the case. Great […]
Why discounters are winning and what we can learn from it Read More »
I know. It is the season for trends! In January our inboxes and social feeds are filled with ‘5 Massive retail trends’ or ‘Six things to watch in 2023’. You know the stuff. And don’t get me wrong, while the quality is variable, they do have some value, if you know how to use them
Shopper Trends 2023 – What won’t change Read More »
Integration is a buzzword for sure. I hear it all the time. And it has achieved this status for good reason. Businesses which are integrated are more efficient. Marketing and sales plans have more impact when they are integrated. Yet time and again when we begin to work with clients, we see huge disconnects. We
Are your marketing and sales teams integrated? Read More »
One of the biggest frustrations among shopper marketers, trade marketers and brand teams is that retailers often say ‘no’ to our brilliant plans. I’m sure many of you have been there. Even more frustrating is when you’ve worked hard to build a powerful shopper-based retail sales proposition which explains your initiative and why it is hugely
Learn how to turn ‘no’ into ‘yes’ for your high value retail sales propositions Read More »
As the economy tightens, you’ll want to make sure you are getting the best value out of every dollar you spend on shopper marketing and in-store activity. There will be pressure on budgets, so we need to make sure that every dollar counts. And while evaluating your shopper marketing agency should be a regular activity,
What makes a great shopper marketing agency? Read More »
We help clients win at retail and of course, to win at retail, you need to persuade a retailer to support your plan. Whatever you want to do: launch a new product, set up an activation or run a promotion, you need to persuade the retailer to support you. So as you can imagine, we
It is clear to pretty much anyone involved in the consumer goods industry, that retail is being disrupted in possibly the most significant way since chain supermarkets were invented. All this retail disruption has massive implications for consumer goods manufacturers, but too often CPG leaders leave this challenge in the hands of the sales team.
CPG leaders – Retail disruption is not just a sales problem Read More »
For shopper marketing to be effective we need to understand shoppers. In our shopper marketing and shopper communication training programs we cover a wide range of shopper behaviors and shopper psychology models that can be used to better understand shoppers. But the one that I find most useful is the concept of System 1 and
Shopper Psychology – System 1 and System 2 Thinking Read More »
The rise of retail media networks has long been an inevitability, with more and more retailers recognizing the huge revenue opportunity to be made. Retailers have long seen their shoppers as a potential audience and therefore revenue stream, but with the rise of online shopping that opportunity has evolved to stretch well beyond the walls
Retail Media Networks – The Future of Shopper Marketing or a Retail Revenue Play? Read More »
We spend a lot of money on signage in stores. There are the production costs and creative agencies fees. For manufacturers there are often fees to pay the retailer too. Plus of course our own time. And yet too often the quality of the in store messages we deliver to the shopper isn’t that good.
In Store Messages – Conveying complex messages to shoppers Read More »
