Marketing: Shopper

  1. Shopper & Customer

Optimizing your shopper marketing strategy with consumer insights

The best marketing in the world won’t move the needle if potential customers shy away at the last moment. One way to avoid this is shopper marketing, a group of tried and true techniques designed to make the last mile of the purchase journey so effortless that potential customers become actual customers. In this blog […]
8 min read
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  1. Shopper & Customer

Today in Retail Highlights: UK Supermarkets

In this new blog series, Mintel reviews the latest retailer marketing and innovations, including new store openings, online developments, new concept or category launches. For this month’s highlight, our retail experts weigh in on three exciting developments in UK supermarkets. Tesco teams up with March Muses in new partnership This is a really positive move […]
3 min read
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  1. CPG: Food

How CPG Brands Can Deliver a Best-in-Class DTC Experience DSI

“We started realizing that DTC was the fastest way to get our products in front of consumers and get real-life feedback.” — Carter Jensen, Senior Manager of Global Ecommerce, General Mills In recent years, we’ve seen upstart and digitally native brands launch their own direct-to-consumer (DTC) experiences, but General Mills is proving legacy brands and […]
11 min read
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  1. Shopper & Customer

Shopper Decision Trees and Shelf Layout – Not as simple as you think!

I recently conducted a poll on LinkedIn asking how best to organize products on a shelf. The results were interesting, with the vast majority of respondents suggesting that the merchandising layout should follow the shopper decision tree. And at one level, that makes sense. But there are some significant issues with this approach. Shopper Decision […]
6 min read
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  1. Shopper & Customer

How Texts Can Help Deliver a Great Digital Customer Experience DSI

“To be on someone’s phone is a great privilege, and brands have had varying success at using that privilege for good. — Megan Trinidad, Vice President (VP) and Executive Creative Director, R/GA By now, we’re all accustomed to texting back and forth with family and friends, but when a brand drops into the chat, it […]
8 min read
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  1. Department: Beverage

Intent Signals

One of the mythical holy grails of marketing is to be able to deliver the right message to the right person at the right time.  Easier said than done. Despite all the focus on customer journeys, we’re still operating in the dark on what customers are actually looking for, much of the time.   Even […]
3 min read
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  1. Shopper & Customer

Moments of Truth

In 2005, A.G. Lafley, CEO of the world’s largest advertiser, Procter & Gamble, introduced the concept of “moments of truth” to the marketing world.  As he wrote in the P&G Annual Report that year: “The best brands consistently win two moments of truth. The first moment occurs at the store shelf, when a consumer decides […]
3 min read
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  1. Shopper & Customer

Key retail trends for 2024 – and what you need to do about it NOW

Retail is arguably changing faster than ever before. Every market I visit is changing in many ways, and while each country is different, there are a number of unifying trends that are hitting almost everywhere. Yes, the balance between the trends might vary, but each of these is hitting pretty much everywhere to some degree. […]
7 min read
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  1. Data & Insights

The Mobile Way: Activating Messaging Channels for Better CX 

April marked 50 years since the first mobile phone call. Since then, mobile devices have matured to become the remote control for our lives, our primary point of digital interaction. Most desktop activity has moved to mobile, providing consumers the ability to instantaneously search the web, shop for goods and services, track online orders, find […]
3 min read
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  1. Retail Operations

How RGM Teams Drive Omnichannel Growth DSI

“RGM [revenue growth management] teams have become really essential drivers [of profitability] … they started off as analytic and consultative support, and I think we’re seeing now leaders really moving them forward into a real seat at the table.” — Peter Leech, Managing Director of Retail and Omnichannel Commerce, The Partnering Group (TPG) Brands are […]
10 min read
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  1. Retailer Media

As Advertisers Shift Budgets into Retail Media, IAB Releases Measurement Standards

The Interactive Advertising Bureau (IAB) has released a preliminary framework to standardize retail media measurement. The framework was developed in collaboration with the Media Rating Council (MRC) as well as 55 companies with a stake in the performance of retail media, including The Mars Agency, Albertsons Media Collective, Google, Unilever U.S., Criteo, Best Buy Ads, […]
3 min read
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  1. Retailer Media

As Advertisers Shift Budgets into Retail Media, IAB Releases Measurement Standards

The Interactive Advertising Bureau (IAB) has released a preliminary framework to standardize retail media measurement. The framework was developed in collaboration with the Media Rating Council (MRC) as well as 55 companies with a stake in the performance of retail media, including The Mars Agency, Albertsons Media Collective, Google, Unilever U.S., Criteo, Best Buy Ads, […]
3 min read
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  1. Data & Insights

Digital Influence in the Omnichannel World with Coca-Cola’s Walid Benchama

The CPG Guys are joined in this episode by Walid Benchama, Global Director of Shopper & Channel Insights at the Coca-Cola Company, Follow  Walid Benchama on LinkedIn at: https://www.linkedin.com/in/oualidbenchamaFollow Coca-Cola on LinkedIn at: https://www.linkedin.com/company/the-coca-cola-company/ Follow Coca-Cola online at: https://www.coca-colacompany.com/ Walid answers these questions:1)  Walid, your career journeys crosses countries and has both brand management and […]
2 min read
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  1. Shopper & Customer

Challenges Faced by Emerging Brands in the Retail Industry

In strong economic times, smaller, newer brands — otherwise known as emerging or up-and-coming brands — have one thing in common: access to capital. This accessibility has historically allowed emerging brands to scale their businesses, gain widespread distribution and seamlessly find their way into consumers’ hands. Fast forward to current conditions and the macroeconomic downturn. […]
4 min read
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  1. Retailer Media

How Retail Media is Disrupting Marketing Structures with WARC’s Gregory Grudzinski

The CPG Guys are joined in this episode by Gregory Grudzinski, Head of Content for WARC Digital Commerce, an Ascential Company that has been helping marketers and strategists Make it “WARC” since 1985. Follow  Gregory Grudzinski on LinkedIn at: https://www.linkedin.com/in/grudzinski/Follow WARC on LinkedIn at: https://www.linkedin.com/company/warc/Follow WARC online at: http://warc.comFollow the Digital Shelf Institute on LinkedIn […]
2 min read
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  1. Retailer Media

How Retail Media is Disrupting Marketing Structures with WARC’s Gregory Grudzinski

The CPG Guys are joined in this episode by Gregory Grudzinski, Head of Content for WARC Digital Commerce, an Ascential Company that has been helping marketers and strategists Make it “WARC” since 1985. Follow  Gregory Grudzinski on LinkedIn at: https://www.linkedin.com/in/grudzinski/Follow WARC on LinkedIn at: https://www.linkedin.com/company/warc/Follow WARC online at: http://warc.comFollow the Digital Shelf Institute on LinkedIn […]
2 min read
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  1. Shopper & Customer

3 Keys to Breaking into More Marketplaces 

Marketplaces have become go-to destinations for consumers to browse a vast breadth of products and brands. For many, it’s the first place they go to search for items related to a specific keyword, phrase or trend. In fact, Amazon has officially surpassed Google as the top place where U.S. consumers begin their product searches, according […]
3 min read
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  1. Shopper & Customer

Shopper Barriers – Unlocking the power of Shopper Activation

You’ve got a great brand. Consumers love it. Or they would. IF… If they had it in their hands at the right time: just at the point of consumption. Trouble is, it isn’t available to consume. Why? Because for some reason, a shopper didn’t buy it. Why not? Why not indeed! The most powerful question […]
4 min read
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  1. Shopper & Customer

Why Images Are Essential for Best-In-Class Digital Experiences DSI

“The role of the image as the first moment of truth in the gateway to consideration has never been more powerful.” — Jehan Hamedi, Founder and CEO, Vizit Product detail pages (PDPs) feature vital information customers need to make an informed buying decision, from product descriptions to pricing details. Many of these page elements produce […]
9 min read
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  1. Shopper & Customer

Trends Shaping the Future of the Skincare Industry

The ongoing cost of living crisis is causing a shift in consumer priorities in the skincare industry. Is your brand ready to meet consumers’ evolving expectations? Unlike other BPC categories, the UK skincare industry remained resilient throughout the pandemic. However, as the new normal unfolds, shoppers are undeniably adopting price-conscious behaviours in response to the […]
6 min read
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  1. Media & Marketing

5 Things to Consider When Experimenting With In-Store Retail Media

Retail media networks (RMNs) are expanding rapidly, and retailers of all sizes are joining the race, offering ad placements on an ever-widening variety of channels. The opportunity here is enormous, as these ads are shown to people who are already looking to make purchases — which isn’t necessarily the case when compared to ads on […]
5 min read
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  1. Shopper & Customer

How To Navigate The Generation Gap with Relationship Marketing

When it comes to marketing to a mass audience, there’s no such thing as one-size-fits-all.  This is particularly true when taking into consideration generational differences. From how we use technology, to how we interact with brands, to what motivates us to buy, different age groups have different preferences. Whether brands recognize these differences, and how […]
3 min read
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  1. Data & Insights

How Much Can You Charge for a Taco, Burger, or Pizza

  Whether you are an independent restaurant, a chain restaurant, convenience store, bodega, or grocery store consumers are at a breaking point when it comes to the price they pay for your food.  According to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®; every time you raise the price of any item on […]
3 min read
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  1. Retail Ecosystem

Retail Media Summit 2023 Recap

The CPG Guys co-hosts PVSB 2nd Bryan Gildenberg are joined by Allume Group CEO and #Fresh4 co-host Andrea Leigh recording in Chicago at the Path to Purchase Institute Retail Media Summit 2023. Follow Andrea Leigh on LinkedIn at: https://www.linkedin.com/in/andreakleigh/Follow Allume Group on LinkedIn at: https://www.linkedin.com/company/allumegroup/Follow Allume Group online at: https://allumegroup.com/Follow the Path to Purchase Institute […]
< 1 min read
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  1. Shopper & Customer

When Evaluating Site Design and UX, Don’t Neglect Search

With social commerce on the rise — estimates have sales through social platforms growing from $27 billion in 2020 to nearly $80 billion by 2025 — consumer expectations of online shopping experiences are changing, particularly with respect to website design and user experience. However, as brands adapt their sites to this changing behavior, one key […]
3 min read
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  1. Shopper & Customer

Inflation Is Driving Change in Consumers Path to Purchase

  At the intersection of price increases at the grocery store, restaurants, convenience stores, even most dollar store items are now higher than a dollar; that consumers are looking for meal convenience. According to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® are searching for convenient meal solutions at a price and are […]
3 min read
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  1. Shopper & Customer

The Era of UGC is Prompting a New Wave of E-Commerce Evolution. Here’s How to Adapt Effectively

In a hyperconnected world, consumers are constantly being exposed to content from all angles. As a retailer, this can be an opportunity and a curse. On one hand, it’s easy to promote brand content across digital platforms, yet on the other, it can be incredibly difficult to stand out — especially as four in 10 […]
3 min read
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  1. Media & Marketing

How Ulta Embraces ‘Agile Marketing’ to Deliver Personalized Loyalty

In episode 407 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Kelly Mahoney, vice president of customer marketing at Ulta Beauty, the largest U.S. beauty retailer and the premier beauty destination for cosmetics, fragrance, skin care products, hair care products and salon services. During the interview, which was recorded at CRMC 2023 in Chicago, Mahoney discusses […]
< 1 min read
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  1. Shopper & Customer

A first step to creating effective shopper marketing activities

Most shopper marketers would agree that they strive to create effective activity. Yet what do we mean by effective? Often the measure of effectiveness will be ‘did it grow my sales?’. Whilst this is an admirable goal, is that single measure truly adequate to ascertain whether an activity was effective? Consumer marketers would (typically) set […]
4 min read
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  1. Channel: Mass

Your Views:  Why The Content Guy Is Going To Hell

I’m conflicted about continuing this conversation, mostly because I do not want to go down a rabbit hole from which there is no escape, and I do not want to take MNB in a direction that undermines its purpose. But, this started as a business story, and so I’m going to take the risk. Last […]
4 min read
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NRF Retracts Claim that Organized Retail Crime Accounted for ‘Nearly Half’ of Retail Shrink

The National Retail Federation (NRF) has updated a report that had attributed “nearly half” of 2021’s $94.5 billion in retail shrink to organized retail crime, saying the data point was part of two-year-old testimony to a U.S. Senate committee by Ben Dugan, former President of the Organized Retail Crime Resource Center. The NRF report was […]
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