About two years ago, I proposed that the ARF start a Shopper Insights council. While some were asking what the ARF was doing with shopper stuff, I felt that path to purchase could be the new way of determining media strategy that would make more sense for advertisers. We started the council and saw great […]
Oct
21
Shopper marketing takes center stage
In: shopper insights, shopper marketing
Comments Off on Shopper marketing takes center stage
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.
Jul
27
What if it all STARTS with the purchase?
In: advertising, behavioral economics, market research, marketing, retail, shopper insights, shopper marketing, social media
5 Comments
Traditional marketing theory tells us that the purchase is the successful outcome of consumer-directed messages that create awareness which begets interest, desire, and action.
what happens when that is wrong? What does marketing do when it STARTS “store back” with the purchase? Based on shopper insights research, I believe that, for grocery products, over half of first-time purchases are unplanned;