You are here: Home / Archives for Shopper Marketing

How to build an online retail offer – a guide for CPG teams

by Leave a Comment

I’ve blogged a few times about the increasingly urgent need to develop an online retail offer but I’ve yet to give clear guidance as to what CPG manufacturers should be doing. Let me be clear in this, I have no doubt that leading manufacturers are already thinking hard about this but my perception is that most of this thinking is being done in global and regional offices far from the action. So here is my view of what should be done to address the opportunities and threats that the inevitable growth of online sales present [Read more…]

An Online Grocery Shopper’s Manifesto

by 8 Comments

Even though in my day job I consult and speak on all things shopper marketing, I have a dirty secret: I hate shopping! Especially, I hate shopping for groceries. I hate the time it takes, the struggle to find just the thing I’m looking for, the frustration I experience when what I’m looking for has been deliberately hidden in another aisle. I hate the angst I experience in queuing (Am I in the right line? Why do I always choose the slowest one?) and I hate the sense exhaustion I feel when my family and I get home and have to unpack bags and bags of “stuff”. So why do I do it? Why not simply go online and get it all done over a cool glass of wine in my garden? [Read more…]

What Wal-Mart’s Latest Acquisition in China Tells Us About The Future of E-commerce

by 2 Comments

I’m not a gambling man but I’m prepared to bet that many people who read of China’s approval of Wal-Mart’s acquisition of 51% of Yihaodian this week probably said “who?”. They would most likely be readers from outside China who have never heard of this super-star of e-commerce. [Read more…]

Myth-busting – “Shelf Space Should Equal Market Share”


by 6 Comments

My thanks to Omar K from the Linkedin Trade Marketing Experts group for raising a perennial question:

“What is the relationship between value sales, volume sales and share of shelf?”

At the heart of the question is one of the biggest myths of retail marketing: that a brand’s share of market should be reflected on shelf. Initially this has a ring of logic to it. If i have 30% of the market, surely I should have 30% of the shelf?  But hang about,  should that be value share or volume share? And share of what – total market? Channel? Retail sales? What about share of the profit the category makes for the retailer? Shouldn’t sales velocity and refill rates be accounted for? What about GMROII? And oh,  and where is the retailer’s strategy in all this? So it’s a complicated issue right? [Read more…]

What makes shoppers buy?

by 2 Comments

In October last year I ran a workshop called “The Principles of Shopper Marketing” and it had the sub-title “A complete guide to turning shoppers into buyers”. I’m a little ashamed to say that subtitle wasn’t entirely true. The participants did get loads of good stuff: an integrated shopper marketing model; “how-to” guides for research, insight generation and shopper marketing strategy development PLUS we had a great time! But what one question I didn’t answer was “how do I turn my shoppers into buyers?” so let me answer it now. [Read more…]