It’s not too late to win with the holiday shopper
Shopper Marketing Experts Blog
by Kathleen Lee
4y ago
The festive season is officially around the corner! For some of us this is great news, but others may not have reached the targets set for this holiday season yet.  If you find yourself in the latter group, we bring great news to help with the holiday cheer.  Last-minute shoppers ahoy! According to Deloitte’s holiday survey, 51% of shoppers have yet to accomplish their holiday shopping – which has been chalked in for the second half of December. Perhaps even more surprising is that it has been reported that Black Friday has been dethroned as the busiest shopping day of the year. Some assume th ..read more
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4 questions that guarantee effective shopper communication
Shopper Marketing Experts Blog
by AmyW
5y ago
As shopper marketers, we need to talk our shopper’s language – literally and figuratively. Shopper communication is imperative to achieving you goal of influencing and in some cases, changing your target shopper’s behaviour. Let’s create some context quickly Shopper communication is part of the Shopper Marketing Mix, along with offer and availability. The goal of the Shopper Marketing Mix is to influence shopper behaviour. You do this through: Availability: Ensuring the right products are available in the right part of the store Communication: Communicating with the shoppers in a way that pers ..read more
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Are traditional channel definitions outdated?
Shopper Marketing Experts Blog
by Kathleen Lee
5y ago
Is it time to relook the way we define channels? Some vehemently say that the traditional channel definitions need to be rehauled, others are a bit more cautious, preferring to avoid rocking the proverbial boat. Mike Anthony, Shopper Marketing Experts’ resident expert, weighed in on the topic of traditional channel definitions.  He says that “one of the first challenges is that the traditional definitions have been used for a long time.”  He explains that anybody who has been monitoring the retail environment over the last five to ten years will have noted considerable changes.  For instance ..read more
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Increase the ROI of your retail investment
Shopper Marketing Experts Blog
by Kathleen Lee
5y ago
If your business is like most, retail trade spend is probably your second largest cost. We’ve found that 70% of retail marketing activities lose money. In fact, every year, you could be wasting as much money on poor performing retail activities as you make in profit. Companies, big or small, new or established, want a better return on their retail investment. Look at it this way: if every activity in retail marketing activity broke even, most brands would double their profits. However, this is only possible when you invest wisely. We have developed a process that enables you to select your in ..read more
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How to Get The Most From Your Ecommerce Marketing Influencer Strategy
Shopper Marketing Experts Blog
by Anton Koekemoer
5y ago
Influencers can be a powerful tool for your ecommerce marketing campaigns, helping you reach a wider audience and ultimately drive more sales. With that said, many etailers jump on the influencer bandwagon without having a clear plan in place. Simply finding bloggers or Instagrammers with the highest follower count and giving them free products in the hope of getting visibility to your store may seem like a good idea. This can end up doing far more damage than you realise, however – to your brand and to your sales. There are many things that can affect your success with influencer campaigns, f ..read more
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Retail compliance: It can be solved
Shopper Marketing Experts Blog
by Kathleen Lee
5y ago
Retail buy-in is imperative. However, we know that gaining retail buyers’ support can be a challenge. Accordingly, many clients ask us how they can get better retail buy-in and support for their activities. Our clients are not alone when it comes to buy-in issues. A recent survey conducted by TradeInsight suggested that 31 percent of consumer packaged goods manufacturers cite trade compliance as a major issue for their business. If you think about a typical new product introduction, huge investments have been poured into research. Then it takes entire teams months to build marketing plans, pac ..read more
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Get more productive
Shopper Marketing Experts Blog
by Kathleen Lee
5y ago
How many times a day do you bemoan your productivity or to be more precise, your lack of it? Many of us look for ways we can do our job better.  In fact, this is what we experience over and over. People search for new ways to be more productive and ramp up their productivity. As marketers, we find ourselves rushed and under pressure. We do what we need to do but often we have that nagging feeling which makes us wonder how to do the job better. What can we do differently? Toby Desforges, SME’s expert and co-author of “The Shopper Marketing Revolution” says: “Fixing this is about building a proc ..read more
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Are you reaching the right shopper?
Shopper Marketing Experts Blog
by Kathleen Lee
5y ago
You would think activities that result in a spike in sales spell success, right? Sadly, you would be wrong. Why? Because success depends largely on reaching the “right” shopper. Many marketers and salespeople say their activities lead to noticeable sales improvements but it may not be with the right shopper. Consider the “deal buyer”. Data shows that up to 80 percent of the promoted volume is bought by only 20 percent of a category’s shoppers, the dreaded “deal buyer.” These shoppers focus on promotions in stores and choose brands, based on the deal running that week. Some will buy the cheapes ..read more
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Create activities that convert shoppers to buyers
Shopper Marketing Experts Blog
by Kathleen Lee
5y ago
Bang for a buck.  That’s what we want,  whether you are involved in brand marketing, shopper marketing, trade marketing or sales. Chances are you are investing in activities like promotions, events or displays in retail. However, so are other retail marketers and this creates lots of noise. The question of creating a message that stands out gets asked time and time again. With so many activities happening in stores and the competition for shoppers’ attention so great, how do you ensure that your activities convert shoppers to buyers? Our resident expert and industry thought leader, Toby Desfo ..read more
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Shopper marketers of the world unite
Shopper Marketing Experts Blog
by Kathleen Lee
5y ago
You have nothing to lose but your reins Surely everyone in CPG knows that the time has finally come to empower your Shopper Ninjas with exactly what they need to make a material difference to your business’s sales? That means providing adequate budget, people, and space to breathe; and if that means taking some of those things from their consumer colleagues then so be it. But why should we? That’s just now how the world works, is it? It needs to be. The balance of power has shifted so irrevocably between brand and retail, that it really is time to stop banging the big brand broadcast drum, and ..read more
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