If you are going to grab a soft drink or a box of tissues, chances are that you won’t bother comparison shopping. You are thirsty now or know you will be soon and you want your favourite soft drink. You just buy it. Quite simply, consumers buy out of necessity (you need shampoo) or habit or because these items are part of their everyday way of being. These low cost fast moving consumer goods have low profit margins but a huge volume of sales.
How can a retailer effectively market these fast moving items? Is it worth it because the profit margin is so low? I’m Phillip Adcock and I’d like to answer some of your questions. For now, let’s think about trends. What are the current and upcoming fast moving consumer goods?
In 2014, trends in FMCG included things organic, interactive marketing, and social media. Go natural, get your name on a bottle of Coke, share a hashtag on Facebook. That was then. What about now? According to Grocer Jobs, the 2017 t…
In 2017, it makes sense to think that the right social media campaign will increase sales. There has never been a time like now to reach into the homes and hearts of consumers.
The catch is that companies need the right information so that they can tell consumers about their products and brands in an enticing manner. This typically involves the four Ps of marketing. These are product, price, place, and promotion. How do we know which choices we should make as retailers? Research. That’s the answer. Retailers need to understand shopping behaviour.
One traditional way of gaining insight into the customer experience is through a focus group or a questionnaire. Retail market research services asked customers what they liked, what triggered them to reach the point of purchase, take the big step and buy.
It seems like a reasonable way to approach the issue. To carry out effective brand advertising, you need to know what it is that appeals to the consumer. Th…
There are many components involved in conducting retail analysis. Any investigation into how shoppers shop and what entices them to buy, is an intricate interplay of human behaviour, and global patterns of supply and demand. Such investigations involve understanding capital markets, investor relations, and having access to the latest consumer research.
Over the past 20 years, consumer behaviour has shifted, not just in the United Kingdom, but globally. The digital world has had a major impact on consumers. It may take a little longer to wait for delivery of an item, but the range of available choices compensates for the delay. Big discount stores remove a great deal of the personalisation of a neighbourhood store, but the prices compensate for that lack.
Traditional methods of marketing may no longer make up for shortfalls in consumer appeal We may think that the ability to touch and smell products will keep consumers coming to old-style …
Big name premium brand and product demonstrators in brick and mortar locations are expected to drive traffic into the impulse buy mode. Print and online promotions target existing customers, and attempt to lure new ones. This type of advertising has been a consistent factor in marketing in the past in the United Kingdom.
Marketers may be focused on figuring out how the experience of encountering a product demonstrator in an in-store promotion event be duplicated online. Are there better ways to promote online? Will a coffee machine demo work in a huge discount store? Does it matter? Online stores rely on low overhead and, as discount stores do, rely on cheaper prices.
Do in-store promotions have to a) be limited to actual brick and mortar stores? and b) do they have to be a hands on experience? Sure, being able to touch and feel products may appeal to the consumer, but the growth in online shopping proves that convenience and price are compelling factors too….
Suppose you have been successful in developing a customer insights strategy and discovered an actionable insight or two. What do you do with those actionable insights? More importantly, how do you know that they are actionable insights? Will they provide a growth in your business value?
Why do you need an actionable insight? Primarily to know where to start and what to focus on when drawing up a plan of action. Before going into that, we need to step back to the very first elements of the strategy. Customer insight (CI) strategy is all about understanding your customers. Regardless of who you thought your target market is or should be, your customers are those that your aim is actually hitting. Priority must be given to interpreting the data you already have, but unless you are able to interpret it properly, your effort is useless.
Simply stated, the basic element is not so much about hitting your target market, as it is about understanding who your target ma…
What are consumer insights and how do they impact on marketing effectiveness? It would be great if there were an easy answer to this question.
Hang on. There is an easy answer and having that answer can transform your marketing strategies. I know this because I am Phillip Adcock, a leading expert in shopping and shoppers. My team and I have developed ways to uncover what really goes on inside the mind of a consumer. Our business is consumer insight and our consumer insight techniques go far beyond using a focus group.
Chances are that what you think motivates consumers is not what actually does motivate them to make their purchasing decisions. How could you know why they buy what they buy? They don’t know either what prompts them to choose the products they choose.
When you advertise to the public, you are building brand awareness, and you may believe you are building a future for your brand and your company. Your advertising is useless if it does not reac…
Is the grocery store industry really changing all that much?
At the beginning of 2016, the industry buzz was about shifting industry trends toward online grocery shopping and increasing competition from discounters. The whole industry was responding to a massive and elemental change in how people shopped for their food. The prediction was that online shopping would increase from 5% to 9% by 2021. Research into the data indicates that these are still huge factors in the grocery industry’s performance.
As for the competitive price wars at discount stores, Aldi and Lidl had been growing quickly in 2015 and the anticipation at the beginning of 2016 was that the grocery market would settle down and the Big 4 would continue to perform very well.
That was then. What about now?
In February 2017, Euromonitor International reported that the discounters were still the “standout channel in grocery retailers” throughout 2016 with a growth of 11% over th…
Category development is an art as much as a science. Before explaining this, let me talk about the Category Development Index (CDI). This is the measurement of how well a category measures against its competition. There is a formula for this. It is quite simple. It is the category at retailer divided by the category in market multiplied by 100.
If the CDI is less than 100, the brand is considered underdeveloped and if it is over 100, it is overdeveloped. There is the attendant pressure to achieve a CDI of 100 and focus on developing the underdeveloped category and stepping back on the overdeveloped category.
Before you decide that hitting the perfect 100 score on a CDI should be your goal, bear in mind that there are other factors that come into play. You are looking at one category. Chances are good that you have more than one category in your retail market. If you shift your focus to ‘normalising’ the CDI in one specific category, what about the other categories in …
It’s not uncommon to hear Baby Boomers tell their Millennial offspring that they should be saving for a home and car as soon as they start working. However, Millennials don’t seem to be concentrating their focus on either anymore.
For example, tech-savvy young adults especially in urban areas have the luxury of relying on shared economy ventures such as Uber or Lyft instead of purchasing a car. Due to the rising house prices, Millennials also see renting as the most practical option over becoming homeowners.
This sudden change in Millennial spending habits is forcing retailers to shift their marketing strategies.
Blueboard is one of the first firms who have started selling “experiential” packages to traditional retailers. One of Blueboard’s missions is to integrate new services to businesses that target Millennials. Some of their international customers include Astex Pharmaceuticals and GoPro.
“(Millennials) aren’t spe…
Analysing the chocolate industry is not as straightforward as it might seem on the surface. You really need to look at chocolate from two perspectives. Understanding the industry calls for understanding two different categories: cocoa production and the chocolate segment of the confectionery industry.
The International Cocoa Organization has plans to relocate its headquarters to Côte d’Ivoire, Abidjan in 2017. 60% of the Ivory Coast’s export revenue comes from cocoa. In 2011, it was reported that 70% of the world’s cocoa came from West Africa.
Two years later, in 2013, the global supply of cocoa began to falter and lag behind the demand for it. Part of the reason for this was due to poor yields in the main producers – West Africa. Poor yields were due to disease, not enough rain to meet the cocoa trees’ needs, and older trees that are not as productive as younger trees.
To further complicate matters, the volume of cocoa farmers is diminishing because they are wo…