FRiCH

Mar 05

Are you a shopper marketeur? -

Shopper marketing is a practical discipline; it shouldn’t be complicated and convoluted. If you’ve walked the floor and you are a resolute experimenter, backed by a tenacious attitude and reasonable on-the-ground retail experience, then you probably have the credentials to become a great shopper marketer.

Feb 28

Levi’s® Turns Shopper Mannequin Inside Out

It’s not often that I share or write about sublime shopper executions but this initiative blew me away. In fact, this is a first for me where the traditional mannequin becomes an interactive shopper information and engagement tool. Read more.

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Feb 21

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Jan 11

“If you’re not being inspired by your research, your audience won’t be inspired by your work.” — Brian Millar (via fastcodesign 4 Secrets For Doing Gonzo User Research (via gigidowns)

(via gigidowns)

Jan 04

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Aug 29

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Aug 24

Enagager: Shopping Up A Storm. JHB Thurs 30th Aug & CPT 31st Fri 31st Aug.
Yellowwood & Integer invites you to join us in taking a closer look at the role of brand engagement in driving purchase decisions amongst SA female household shoppers.

Enagager: Shopping Up A Storm. JHB Thurs 30th Aug & CPT 31st Fri 31st Aug.

Yellowwood & Integer invites you to join us in taking a closer look at the role of brand engagement in driving purchase decisions amongst SA female household shoppers.

Aug 22

Forget Category Captains. We need Category Lieutenants:

The retailer is interested in the consumers’ behaviour in each of the two or three hundred categories it offers, but owing to a lack of critical mass in each category, the retailer does not have the budget or the personnel to discover the information. However, for a manufacturer, concentrating on a small set of categories, it is worthwhile. Another approach is to become category lieutenants. This is where a smaller supplier looks to complement the category captain by providing niche brands where the captain is weak or absent, and perhaps offering me-toos to reduce the dominance of the Category Captain

” — Store Wars: The FMCG Battle for In-store and Online Success

“But is trade spend paying back? The evidence suggests not. One AC Nielsen study suggested that 90% of trade-marketing initiatives do not produce a positive ROI. While a staggering 40% of items
sold in US supermarkets were on promotion.” — Store Wars: The FMCG Battle for In-store and Online Success