Not everyone has a shopper insights team. Not everyone has a shopper research budget. Not everyone has a research budget period. So how to get those precious “aha moments” on the cheap? Whilst many of us prefer to have everything backed up by data that isn’t always practical for everyone. And even if you have […]
How to get shopper insights for free Read More »
What do you need for successful shopper marketing? Great insight? For sure. A great retail selling story to get support from your customers? Indeed! Really simple execution at the point of purchase? Absolutely. Here is a simple case of a really simple in-store execution which had all these things, but still failed. Why? Because shopper
Can you win at the Point of Purchase and Still Lose? Yes! Read More »
Anyone involved in FMCG or consumer goods in general: Whether you are in marketing, trade marketing, shopper marketing or sales; whether you work for a retailer or a supplier; one thing is true. If you don’t win with shoppers, you don’t win. Great marketing campaigns count for nothing if the shopper doesn’t buy. Great companies
In Consumer Goods? One thing you must do all the time! Read More »
What is the difference between a shopper and a consumer? How do you integrate consumer marketing, shopper marketing and retail customer management into a coherent strategy? Why is omnichannel both impossible and undesirable? And what has nuclear physics got to do with all of that? Shopper Marketing in Turkey Big questions indeed, and the guests at
Answering the big questions on Shopper Marketing in Turkey Read More »
Most marketers are able to develop a pretty good understanding of their target consumers’ needs and desires. This, after all, lies at the heart of a brands consumer proposition. But when it comes to understanding shopper needs, my experience is that marketers often have a less detailed understanding of what shoppers are looking for. Whether your
Shopper needs are different to consumer needs Read More »
Whenever I present at conferences or training events, the topic of getting retail support for initiatives comes up. After all, it’s all very well having a great idea of what to do in a store to influence shoppers, but unfortunately (so the argument goes) retailers are conservative, and getting them to do anything radical is
Get retail support – how to manage a retail test Read More »
The relationship between marketer and agency is absolutely critical for shopper marketing success. Yet in conversations with both parties, it seems that often the other party doesn’t quite meet expectations. So what do brands need from a shopper marketing agency? There is of course the usual list of things that clients typically want from agencies (innovative
Five things brands need from a shopper marketing agency Read More »
Survey after survey suggests that consumer goods companies are expanding their shopper marketing teams, and maybe there are lots of people out there considering a career in one of the fastest areas of the marketing arena. But if you’re recruiting, what are the top qualities you should look for in a prospective shopper marketer:
What does it take to be a great shopper marketer? Read More »
Director of Consulting Before joining engage as Director of Consulting for Turkey and the Middle East, Kenan Nashat’s career in integrated marketing spanned over a quarter of a century across the UK, France, Turkey, Eastern Europe and Asia. He started his career in direct marketing in London before moving to Turkey. there, he worked with BBDO developing
“We have millions of shoppers, invest in our in-store displays and you’ll have access to this huge audience”? Which retailer am I quoting? Trick question! It could be any of them, and chances are that if you’ve worked with any of the world’s major retailers you will have heard this many times. Yet much of the
Are you wasting money on in-store displays? Read More »
