Consumer (user) V Shopper (chooser); what's the difference?

Decision making can happen any time, any place, anywhere...

Case Study - The difference between what shoppers say & what they do

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.

WHY do we fixate on branding homogeneity over shopping simplicity? ALDI hits the nail on the head with latest ad

Aldi's latest ad really sums up what is going on for a lot of shoppers in-store right now...

Measure & Learn [RetailWorld article 5]

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

Case Study - The real ROI of gondola end displays

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? 

Proper Planning [RetailWorld article 4]

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.