So, is this the end of branding? What should marketers and retailers do if shoppers are forever transformed into system beaters? Here are 6 tips for brands to build loyalty in this new marketing environment.
Jan
5
Six ideas for building brand loyalty when all shoppers are becoming system beaters
In: branding, digital marketing, facebook, path to purchase, shopper marketing, social media, twitter
5 Comments
Dec
7
in this age of consumer empowerment the loyalty equation has flipped. Marketers need to stop obsessing about how much loyalty customers are showing to their brands and start focusing on how their brands can show loyalty to their customers.
Sep
9
Supermarket shopping in the real world
In: branding, retail, shopper insights, shopper marketing
3 Comments
Marketers are in a world where the great majority of brand-consumer relationships are based on non-exclusive brand beliefs which explains why many brand purchase decisions are made at retail. Marketers need to dial up the exclusivity of what their brand means or will remain challenged to support their price differential vs. store brands.
Sep
1
Is brand awareness a useful research measure in an era of digital and shopper marketing?
In: behavioral economics, branding, digital marketing, market research, marketing, retail, shopper insights, shopper marketing, social media
9 Comments
I’ve always had a love-hate relationship with measuring brand awareness, especially aided awareness. What a CPG marketer really wants to know is how to get their brand noticed at retail.