Most manufacturers I speak to don’t have a strategy for developing online retail channels. Very few have a dedicated team working on online at all and even fewer take online retail seriously as a sales channel. For most online retail is just too small, perceived to be irrelevant or it’s considered as ‘being done’ as part of the management of key customers who already sell through web-sites. But here are three reasons why you need to get very serious about online retail very quickly. [Read more…]
Digital does not equal shopper – yet!
A few weeks ago, I chaired the Asia Shopper Marketing and Insights Conference in Singapore and I was struck by the volume of discussion on digital media. What is clear to me is that part of the industry increasingly sees digital and shopper marketing to be the same. They are not – or not yet anyway. [Read more…]
Are 76% of purchase decisions REALLY made in store?
A recent report from POPAI stated that 76% of purchase decisions are made in store – this is a great sound bite but if you ask me it’s both misleading and counter-productive. Why? [Read more…]
Are Sony Centres and Nike Stores examples of engaging the shopper?
A question I was recently asked from a marketer in China:
Are Sony Centres and Nike Stores examples of engaging the shopper?
Answer: Absolutely! Concept stores are a vehicle to engage the shopper but the key questions are which shoppers and to what end? [Read more…]
Does your shopper marketing begin and end in-store? Big mistake!
Shopper marketing is gaining momentum as consumer and trade marketers recognize the potential to gain sustainable results in terms of profitability, brand value, and customer relationships. And that’s great! We’re thrilled that the industry is waking up to the reality that the old system isn’t working. We’ve been working at shopper marketing long enough to know that, when done correctly, the results are transformational. [Read more…]