Fundamentals. We all know that they are important yet often, they are easy to forget or overlook. Ask any Sales Director or Sales Manager: “How important is it that your team really understands its customers?” Most, if not all, would agree that this is massively important. Yet in our work with clients, we find again […]
Retail Customer Understanding – How well do you know your customer? Read More »
One of the biggest challenges facing shopper marketing teams, especially as they are trying to get established, is getting consumer marketing teams to take them seriously. While not universal, shopper marketers speak of disdain, or being ignored, of not getting the data, information and support they need. Some consumer marketing teams are brilliantly supportive, others
Eight reasons why consumer marketing teams should support shopper marketing Read More »
Have you noticed how defensive some marketers can be whenever the topic of zero based budgeting comes up? Why is that? It seems to me that zero based budgeting makes a lot of sense in most circumstances. And in the fast-changing world we live in, more scrutiny of investments surely makes sense. Part of the
The biggest misconception with Zero Based Budgeting Read More »
There is nothing more frustrating than when a retailer says ‘no’ to one of your wonderful shopper marketing campaigns. At our workshops, it is the most common source of frustration for clients and shopper marketing agencies. And that is understandable. So how can shopper marketers avoid this frustration and improve the chances of their brilliant
Shopper Marketing Campaigns – Why the retailer says ‘no’ Read More »
It is a question that comes up frequently. When I talk to General Managers, CEOs, and sales leaders: “All is good, but my trade marketing team is a little tactical – what should I do about it?” Sometimes they substitute shopper marketing team, or category development team for trade marketing, but the message is still
Trade Marketing – What do we mean by Strategic Trade Marketing? Read More »
It is clear that e-commerce disruption is a massive force of change in the consumer goods world. Even in markets where e-commerce share is still relatively small, it is changing shopper behavior in quite remarkable ways, and that in turn is putting pressure on the relationships between manufacturers and retailers. But there is more disruption
So much buzz about seamless customer experience. So much talk about omnichannel presence. And yet sometimes the experience the shopper receives is far from seamless. As an example, I’m going to use a recent shopping experience with Harvey Norman (a large Australian retailers with a presence in many parts of the world, selling appliances, consumer
A Seamless Customer Experience? – A Click and Collect Fail! Read More »
The rise of e-commerce is impacting a wide range of marketing practices. Now, according to a new report, it is causing marketers to call for the combining of brand marketing budgets and trade marketing budgets. Well – about time! We’d argue that this need and demand has been there for a very long time –
Marketing Budgets – Time to bring brand and trade budgets together Read More »
Around the world, trade spend (monies spent with retailers in the course of doing business with them) is growing fast. Big retail customers are getting more demanding, and new customers (online, discounters, convenience stores) are demanding too. Media fragmentation, and the pernicious, hopeful belief that it is possible to influence most shoppers at the point of purchase encourages
Retail Investment – A Checklist for Better ROI Read More »
A few weeks ago, I was visiting some stores in St. Petersburg, Russia. As I walked around the store, I noticed an interesting packaging execution in the whisky aisle. White Horse had created three pack variations which, when merchandised next to each other, created brilliant brand impression. I thought it looked good, snapped a picture,
Pre Evaluation of In-store Activity – Allowing for Imperfection Read More »
