There are numerous reasons why shoppers don't do what they think they do when shopping ...from simply not remembering to outright lying. In this quick article I discuss why using a case study from one of our confectionery clients.
Aldi's latest ad really sums up what is going on for a lot of shoppers in-store right now...
Getting maximum ROI from shoppers
In the previous articles in this series we've gone through the process of defining the picture of success, how to start a shopper marketing project, understanding why current shopper execution is working and how to measure progress. In this fifth article we'll discuss Measure & Learn for shopper execution. Specifically:
⦁ Exploring why we tend not to stop & measure
⦁ What we should measure & learn
⦁ When we should measure & learn
With $$$$$Millions being spent each week to attract the shopper's attention; does your business really know the Return on Investment (ROI) that these precious, much fought over, holy sites of displays & gondolas actually deliver to the bottom line?
Getting maximum ROI from shoppers
In the previous articles in this series we've gone through the process of defining the picture of success, how to start a shopper marketing project, understanding why current shopper execution is working and how to measure progress. In this fourth article we'll discuss Proper Planning for shopper execution. Rather than cover generic project planning steps we'll go into:
Project management is a role in itself.
Planning to measure.
Maintaining stakeholder engagement to keep project momentum.