Shopper marketing insights

The role of Shopper Marketing is increasing

Shopper marketing insights - Monday, August 21, 2017

The role of Shopper Marketing is increasing

Brands need retailers for the distribution they provide; retailers need brands to support the statements they want to make with their stores when positioning them ...

Packaging as your most effective marketing investment

Shopper marketing insights - Tuesday, May 16, 2017

Packaging as your most effective marketing investment

When you think of a really strong brand, there is a very good chance that an image of their packaging comes to mind. Think Dove, Coca-Cola or M&M. When packag...

You must stay in tune with your packaging

Shopper marketing insights - Tuesday, April 25, 2017

You must stay in tune with your packaging

The competition is tough. Normally, newly designed packaging would last five to eight years, but today most packaging is updated or “refreshed” every two to thre...

See the shopper through the retailer’s eyes – behavior rather than attitudes

Shopper marketing insights - Tuesday, April 4, 2017

See the shopper through the retailer’s eyes – behavior rather than attitudes

Manufacturers have long segmented their end-use consumers. Although many still rely on basic demographic information such as age, gender, ZIP code and socioecono...

The packaging is the first moment of truth

Shopper marketing insights - Tuesday, March 28, 2017

The packaging is the first moment of truth

Procter and Gamble is widely cited for coining the phrase “first moment of truth” (FMOT) to describe the importance of where a shopper is standing in front of a br...

In-store staff – veto power

Shopper marketing insights - Friday, February 24, 2017

In-store staff – veto power

When it comes to retail, all successful entities involved in marketing recognize that the ultimate goal is to reach the shopper. The shopper determines the ultimat...

The importance of packaging design

Shopper marketing insights - Tuesday, January 24, 2017

The importance of packaging design

According to estimates, 70% of all final purchasing decisions are taken at the point of sale (Nordfält, 2006). Even when making  basic or repeat shopping trips, mo...

In-store media – branding vs. sales

Shopper marketing insights - Tuesday, November 22, 2016

In-store media – branding vs. sales

One debate out there is in relation to whether in-store media are best utilized for branding or sales. The most common opinion is in favor of using in-store media ...

Marketers need to embrace the shopper perspective

Shopper marketing insights - Thursday, November 10, 2016

Marketers need to embrace the shopper perspective

Shopping is the world’s number one leisure activity and if you connect with the shopper you will increase sales. Understanding the shopper will allow you to under...

Big brands are being challenged – focus on the shelf

Shopper marketing insights - Friday, October 21, 2016

Big brands are being challenged – focus on the shelf

Big brands are today less unique and less distinct. They are being challenged by private labels and new products in their category. Did you know that a total of 9...