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18 unsettling thoughts about shopper and consumer marketing in the omnichannel era

One of the following thoughts will change your company’s view of shopper marketing. Shopper marketing thinking dates back a decade ago, and is in need for a revamp. Right now, FMCG manufacturers and (most of) their agencies are “lost” dealing with a bipolar shopper marketing departments that are neither channel nor brand marketing areas. Worse,…

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The ten steps to successful trade marketing planning*

A guide to success in your “budgeting” for the coming year Between August and November, the trade marketing office of Brazilian consumer-goods industries generally go through the planning period for the following year’s budget. The objective of this process is to have some prevision over the expenses, investments and potential return on the business. The…

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“In & Out”: best promotion practices for manufacturers*

In & Outs, or “limited editions” are excellent tools to increase frequency of purchases, volume per shopper trip, and some times penetration. This FMCG tool brings not only the novelty impact to the points-of-sale, but also influences shoppers blurring their comparative price reference in the category purchased. However, the use of limited editions of fast…

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Shopper marketing: Strategies on the up*

Technological innovations stay in the background at this year’s edition of Shopper Marketing Expo (2012) Shopper Marketing Expo, the largest shopper marketing trade fair in the world ended on Thursday, 18th October, in Chicago. We had three days of high level discussions and seminars that boasted the participation of CEOs and directors from the largest…

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The new model of shopper marketing*

The challenge of integrating insights about consumer behavior with point-of-sale practices It started on Tuesday 16th and ended this Thursday 18th, Shopper Marketing Expo, the principal Shopper Marketing fair in the world, which takes place in Chicago (USA). On the first two days of the event, the main debate centered upon the challenge of integrating…

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Breaking down the barriers in order to conquer the Shopper*

The barriers that the shopper encounters, from the moment in which they decide to purchase right up until the moment when they place the product in their shopping basket, is the object and focus of the study of shopper marketing. They start to interfere in the purchase process even before the shopper reaches the shop,…

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Point of view: The window displays of Paris*

We are always amazed by the window displays in Paris. And I am not referring especially to those of fashion boutiques, but rather to those food store window dressings: the different bread, cheeses, oils, chocolates, sweets… always laid out so as to make the mouth of any passer-by water. True works of art that, apart…

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The “P” of placement in the management of the four “Ps” of marketing*

In the past, when we referred to the four “P”of the mix of marketing, we tried to translate to “praça”[market] what in English is placement, in reality it is something more like the “placing” of products and services or making them “available” to the consumer. Such a great difference in meaning generated certain confusions, as…