Shopper Journey

German shoppers are very price conscious and used to giving up on the shopping experience.

But the grocery store next to my home seems to be going a bit too far! Tampons, remedies (anti-virus), dish liquids and batteries next to food products, altogether in one price-promotion box (don’t perishable products like cream cheese and milk [...]

Unfortunately, most retailer advertising in Germany is (still) price driven, hard selling and not very creative.
But there are some exceptions – like the posters by pet food retailer Fressnapf.
Tomorrow March 24th, at the Retail Advertising Summit in Wiesbaden, Fressnapf will be honored with the Merkur Award for creative trade communication. My esteemed colleague, Leo [...]

Google rules the world! There is not any business they are not in, yet.
A few days ago, Google released its “Google Shopper,” an application for Android mobile devices that utilizes Google’s online shopping data and offers a variety of different ways to search for products - unfortunately aimed only at US Consumers, so far.

A [...]

A foundational aspect of any relationship a brand has with its customers or shoppers is to ensure passionate and dedicated employees. Because they are one of the main drivers of a good brand experience. Especially in the retail sector, they are the face and voice of the brand.

While many retailers and restaurants are only [...]

Packaging design has become one of the most important factors to be succesful at the retail shelf in the FMOT.
Especially in commoditized categories, it is crucial to make the packaging interrupting shoppers, providing clear differentiation as well memorable experiences.

Tissue brand Kleenex, owned by Kimberly-Clark, is a great benchmark: they obviously know that today’s retail [...]

Especially in today’s situation of unbalanced power between manufacturers and retailers, where retailers are not allowing brands to act as they would like to in their own space or stores that much anymore, package design has become one of the most important “media channel” within the communication mix.

Pharma brand Help Remedies obviously thought about [...]

Read the article here. Let me just add three comments:

First, the author writes “Realistically, store back is a practical idea of the moment during a recession…”. Why is it just an idea that works in hard times? No marketing approach can afford to stop at the front door of retail outlets [...]

How convenient! After I posted about dm’s magnifying glasses at their trolleys, I’ve found this Wallstreet Journal article: Seeing Store Shelves Through Senior Eyes.
A must-read for retailers and manufacturers to better understand the physical challenges that elderly shoppers are facing in today’s retail environment. By the way - why do the researches think they [...]

Die Mediaagentur ZenithOptimedia und das Research Unternehmen Innofact haben im Rahmen einer „Einkaufszettelstudie“ untersucht, wie Konsumenten ihre Einkäufe planen und wie sie diese dann tatsächlich am POS umsetzen.

Um es kurz zu machen: Auf dem Einkaufszettel der Menschen stehen überwiegend Markenprodukte. Doch beim Einkauf selbst und vor dem Regal wird der Preis wichtiger. Im „First [...]