Shopper Marketing – think of it as a diversion Three things you need to understand to improve return on shopper investment. Your target shoppers are coming to the store, category or fixture with a purpose in mind. Implicitly or explicitly, they buy because they are meeting a need. One already considered (tea for the
Shopper Research: 3 reasons why asking for the Key Takeouts may be wrong We recently delivered a huge Shopper Intelligence project for a client where, I calculated, the data set created approached nearly 500,000 data points at the first “cut”. This wasn’t some Leviathon developed based on traffic measurement or social media. This is
Category Management: Becoming a trusted advisor – 5 tips for success Our task in Cat Man could be defined as using understanding of the consumer and shopper journey to identify growth strategies for our customers and our business – to deliver the “Triple Win”. But as we all know this hides a multiplicity of
7 cons+7 pros: Repeat the same shopper study or do something new? I hear about the same debate time and time again: whether to re-run a past piece of research or try a different methodology to find “new news”. And this particularly applies in the field of shopper where there is an understandable desire
Organic Fruit & Vegetables: A big opportunity for Premium and NPD, with the right focus A surge in demand from locked-down shoppers helped sales of organic produce in the UK rise by 12.6% to £2.79bn in 2020 – the category’s highest growth level in 15 years, according to The Grocer. This presents a big opportunity
If you’ve been through the annual rounds of NPD sell-in days a few times, you may think that what these presentations and a big juicy Burger have in common is • Too many layers • A lot of garnish but not enough meat • The bit someone dislikes that you end up taking out
Category Managers. The kind of people the world needs more of. The supermarket shelf. Where two world views collide. Sometimes being in Category Management might feel like being a United Nations peacekeeper, a global summit negotiator, or like you dropped into an episode of Game of Thrones. (We have a whole booklet of cartoons
Stop looking for the killer insight Insight can be many things. For some, it’s a department buried deep within a business. If you’re lucky it’s the hub that drives a culture of new ideas. Willy Wonka’s secret lab where the unbelievable or unknown are whipped into a deliciously warm bar of ‘oooooh, that’s interesting!’
These insights about beer shopping behaviour were first published as part of The Grocer's Alcohol Category Report 2020. From Lock-in to Lockdown: changes in Beer Shopping Behaviour during Covid Corona anyone? This may have sounded like a tasteless joke as we entered this pandemic. Yet, somewhat ironically, the Mexican lager brand has seen a
We all cook World Foods on Instagram. But what happens in-store? These insights were first published as part of The Grocer's World Foods Category Report 2020 (Nov 2020). Figures have been updated to reflect our most recent data. Do you miss eating out during the pandemic? Dream about your favourite restaurant's flavours - let
