Mike Anthony

JANUARY 13, 2021

Apparently, men and women are remarkably similar when it comes to shopping. Apparently that means that we can take a one-size-fits-all approach to how we market to shoppers. Really? If that were true, that would be amazing right? Our lives would be so simple! But before you dust off your beach clothes and plan to take the rest of the year off, maybe you should read the rest of this post first.

Marketing 130

Marketing Target Market Planning Shopping 130

Mike Anthony

FEBRUARY 2, 2021

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 more than one objective for their activity (build loyalty, share, penetration, etc.) so why is this simplistic view of the world still the norm in the worl

Marketing 130

Marketing Planning Management Consumer 130

Mike Anthony

FEBRUARY 24, 2021

Unless you’ve been living under a rock for the past year (and I know that is sometimes how it has felt!) you will have noticed that consumer and shopper behavior has changed significantly over the last twelve months. One of the challenges we face is to understand which new behaviors will stick, and which will change again, perhaps reverting to the way things were before.

Consumer 130

Consumer Planning Shopping Marketing 130

Mike Anthony

MARCH 9, 2021

The world of the shopper is changing rapidly, and that means that the playing field shopper marketers compete on is changing rapidly too. Shopper marketing forums, web pages and events buzz with the latest technology, heralding yet more ways for marketers to communicate with their targets. But whilst all of this new technology offers new shopper communication opportunities, experience suggests that there is a downside to every opportunity.

Marketing 130

Marketing Target Market Shopping Checkout 130

Mike Anthony

MARCH 17, 2021

Take a look at the displays above. What do they all have in common? Yes, well spotted – they are all significant spirit brands. But that’s not it. And no, they are not all owned by the same company. So what is the connection? They are all a missed opportunity to effectively communicate with shoppers, drive shopper engagement, inspire shoppers , and create longer-term value for the retailer and the manufacturer.

Marketing 130

Marketing Promotions Location Planning 130

Mike Anthony

APRIL 27, 2021

I’m often asked why we need shopper marketing (thankfully less now than before). There are many possible answers. The consumer isn’t always the shopper , for one thing. And even if they are the same, their behavior and responses are different. But here is a difference that you might not have thought about: Shopper marketing exists because shoppers and consumers have fundamentally different relationships with brands.

Consumer 130

Consumer Marketing Shopping Promotions 130

Mike Anthony

DECEMBER 3, 2020

We’ve all been there right? We’re watching the presentation from the agency. The data is new, but the conclusions are either something we’ve seen before, or are so blindingly obvious it barely needed researching. Ever been there? Of course you have! But there is a simple little hack you can use with pretty much any market research data that often uncovers a new insight.

Marketing 130

Marketing Consumer Shopping ATS 130

Mike Anthony

DECEMBER 16, 2020

Many retailers gather data about the people who shop in their stores. A lot of data. Whether it is transaction data from the point of sales (POS data) or data scraped from loyalty card members. And online retailers are collecting even more data, covering every step shoppers make through their sites. There is no doubt that it is potentially valuable.

Returns 130

Returns Point of Sale Planning Consumer 130

Mike Anthony

JANUARY 13, 2021

Apparently, men and women are remarkably similar when it comes to shopping. Apparently that means that we can take a one-size-fits-all approach to how we market to shoppers. Really? If that were true, that would be amazing right? Our lives would be so simple! But before you dust off your beach clothes and plan to take the rest of the year off, maybe you should read the rest of this post first.

Marketing 130

Marketing Target Market Planning Shopping 130

Mike Anthony

FEBRUARY 2, 2021

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 more than one objective for their activity (build loyalty, share, penetration, etc.) so why is this simplistic view of the world still the norm in the worl

Marketing 130

Marketing Planning Management Consumer 130

Mike Anthony

FEBRUARY 24, 2021

Unless you’ve been living under a rock for the past year (and I know that is sometimes how it has felt!) you will have noticed that consumer and shopper behavior has changed significantly over the last twelve months. One of the challenges we face is to understand which new behaviors will stick, and which will change again, perhaps reverting to the way things were before.

Consumer 130

Consumer Planning Shopping Marketing 130

Mike Anthony

MARCH 9, 2021

The world of the shopper is changing rapidly, and that means that the playing field shopper marketers compete on is changing rapidly too. Shopper marketing forums, web pages and events buzz with the latest technology, heralding yet more ways for marketers to communicate with their targets. But whilst all of this new technology offers new shopper communication opportunities, experience suggests that there is a downside to every opportunity.

Marketing 130

Marketing Target Market Shopping Checkout 130

Mike Anthony

MARCH 17, 2021

Take a look at the displays above. What do they all have in common? Yes, well spotted – they are all significant spirit brands. But that’s not it. And no, they are not all owned by the same company. So what is the connection? They are all a missed opportunity to effectively communicate with shoppers, drive shopper engagement, inspire shoppers , and create longer-term value for the retailer and the manufacturer.

Marketing 130

Marketing Promotions Location Planning 130

Mike Anthony

APRIL 27, 2021

I’m often asked why we need shopper marketing (thankfully less now than before). There are many possible answers. The consumer isn’t always the shopper , for one thing. And even if they are the same, their behavior and responses are different. But here is a difference that you might not have thought about: Shopper marketing exists because shoppers and consumers have fundamentally different relationships with brands.

Consumer 130

Consumer Marketing Shopping Promotions 130

Mike Anthony

MAY 4, 2021

What happens when you have a super cool consumer insight, but don’t consider the shopper? Or if you think about the shopper but don’t think about the consumer? A high chance of failure or at best, average. Why? Because we need to win with both consumers and shoppers to be successful. Activating a consumer insight needs more than just a powerful consumer insight!

Consumer 130

Consumer Marketing Spend Marketing Returns 130

Mike Anthony

MAY 25, 2021

If you like retail, especially grocery, you are going to love this! If you have a passion for shopper marketing and shoppers in general, this is going to be fun! And if you work in consumer goods, in marketing, sales or trade marketing – check this out now. Because somewhere in this article is the future of retail. Not everything will stick, but this store is so packed full of great shopper-centric thinking, some of this must be part of what comes next for bricks and mortar grocery retail.

Location 130

Location Marketing Promotions Consumer 130

Mike Anthony

MAY 3, 2018

Coaching is a form of development in which a person called a coach supports a learner or client in achieving a specific personal or professional goal by providing training and guidance.The learner is sometimes called a coachee. Occasionally, coaching may mean an informal relationship between two people, of whom one has more experience and expertise than the other and offers advice and guidance as the latter learns; but coaching differs from mentoring in focusing on specific tasks or objectives,

Management 100

Management Planning 100

Mike Anthony

MAY 3, 2018

Coaching is a form of development in which a person called a coach supports a learner or client in achieving a specific personal or professional goal by providing training and guidance.The learner is sometimes called a coachee. Occasionally, coaching may mean an informal relationship between two people, of whom one has more experience and expertise than the other and offers advice and guidance as the latter learns; but coaching differs from mentoring in focusing on specific tasks or objectives,

Management 100

Management Planning 100

Mike Anthony

MAY 3, 2018

Coaching is a form of development in which a person called a coach supports a learner or client in achieving a specific personal or professional goal by providing training and guidance.The learner is sometimes called a coachee. Occasionally, coaching may mean an informal relationship between two people, of whom one has more experience and expertise than the other and offers advice and guidance as the latter learns; but coaching differs from mentoring in focusing on specific tasks or objectives,

Management 100

Management Planning 100

Mike Anthony

MAY 3, 2018

Coaching is a form of development in which a person called a coach supports a learner or client in achieving a specific personal or professional goal by providing training and guidance.The learner is sometimes called a coachee. Occasionally, coaching may mean an informal relationship between two people, of whom one has more experience and expertise than the other and offers advice and guidance as the latter learns; but coaching differs from mentoring in focusing on specific tasks or objectives,

Management 100

Management Planning 100

Mike Anthony

MAY 3, 2018

Coaching is a form of development in which a person called a coach supports a learner or client in achieving a specific personal or professional goal by providing training and guidance.The learner is sometimes called a coachee. Occasionally, coaching may mean an informal relationship between two people, of whom one has more experience and expertise than the other and offers advice and guidance as the latter learns; but coaching differs from mentoring in focusing on specific tasks or objectives,

Management 100

Management Planning 100

Mike Anthony

MAY 3, 2018

Coaching is a form of development in which a person called a coach supports a learner or client in achieving a specific personal or professional goal by providing training and guidance.The learner is sometimes called a coachee. Occasionally, coaching may mean an informal relationship between two people, of whom one has more experience and expertise than the other and offers advice and guidance as the latter learns; but coaching differs from mentoring in focusing on specific tasks or objectives,

Planning 100

Planning Management 100

Mike Anthony

MAY 3, 2018

Coaching is a form of development in which a person called a coach supports a learner or client in achieving a specific personal or professional goal by providing training and guidance.The learner is sometimes called a coachee. Occasionally, coaching may mean an informal relationship between two people, of whom one has more experience and expertise than the other and offers advice and guidance as the latter learns; but coaching differs from mentoring in focusing on specific tasks or objectives,

Management 100

Management Planning 100

Mike Anthony

MAY 18, 2018

A podcast, or generically netcast, is an episodic series of digital audio or video files which a user can download and listen to. It is often available for subscription, so that new episodes are automatically downloaded via web syndication to the user’s own local computer, mobile application, or portable media player. It is distinct from Internet radio, which involves streaming rather than downloading.

Consumer 100

Consumer 100

Mike Anthony

MAY 18, 2018

A podcast, or generically netcast, is an episodic series of digital audio or video files which a user can download and listen to. It is often available for subscription, so that new episodes are automatically downloaded via web syndication to the user’s own local computer, mobile application, or portable media player. It is distinct from Internet radio, which involves streaming rather than downloading.

Consumer 100

Consumer 100

Mike Anthony

MAY 18, 2018

A podcast, or generically netcast, is an episodic series of digital audio or video files which a user can download and listen to. It is often available for subscription, so that new episodes are automatically downloaded via web syndication to the user’s own local computer, mobile application, or portable media player. It is distinct from Internet radio, which involves streaming rather than downloading.

Consumer 100

Consumer 100

Mike Anthony

SEPTEMBER 6, 2022

We consistently get loads of requests from clients wanting for help with creating shopper insights. And as data becomes more and more available this demand seems to increase. When we speak, they share their frustrations: conducting research only to be disappointed by what the agency presents, and what their team is able to do with the data afterwards.

Consumer 130

Consumer Management ATS Shopping 130

Mike Anthony

JULY 26, 2022

As e-commerce sales eat into physical retail numbers, questions about the viability of offline retail abound. Is this ‘Retail Armageddon’? No – but it is a significant shock to the retail ecosystem. A shock that has implications for retailers and brands alike. There is talk that stores must become ‘experiential’ – but what does that mean? Most shoppers, most of the time, don’t want ‘an experience’ when they shop!

Marketing 264

Marketing Promotions Target Market Shopping 264

Mike Anthony

MAY 15, 2022

Around the world, inflation is rising, putting pressure on the economy, and on consumer and shoppers. As I speak to business leaders of consumer goods companies and retailers alike, it is clear that the challenge of winning with shoppers during this economic uncertainty is now top of mind. And it is a challenge. Shoppers around the world have already become more price sensitive.

Shopping 130

Shopping Marketing Consumer Supermarket 130

Mike Anthony

JUNE 28, 2022

Articles and secondary reports are a critical part of any journey to get a better understanding of shopper behavior. This is true for everyone, but especially true if your shopper research budget is small or non-existent. Many of us have to rely on secondary data, found in reports discovered in our LinkedIn feed. But in my experience, some of what is shared is inaccurate or misleading.

Checkout 130

Checkout Shopping Marketing ATS 130

Mike Anthony

MAY 7, 2022

In the battleground that is retail today , retailers are turning to new (and old) strategies to win. Private label has been around for decades, but in recent times, around the world, I’ve seen a significant rise in the use of private label as a key retail strategy ( check out this recent article about Target as an example ). We are seeing private label being used aggressively comparing prices versus leading brands (see image).

Consumer 246

Consumer Planning Marketing Supermarket 246

Mike Anthony

MARCH 27, 2022

Yes. We’re all in the same boat. The last couple of years were unprecedented, unexpected and impossible to predict. But 2022 will be different, in that arguably the biggest challenge of 2022 is DEFINITELY something we can prepare for. In many parts of the world, inflation and other pressures mean that we are heading for a significant economic downturn.

Promotions 130

Promotions Consumer Marketing Value Offer 130

Mike Anthony

APRIL 27, 2021

I’m often asked why we need shopper marketing (thankfully less now than before). There are many possible answers. The consumer isn’t always the shopper , for one thing. And even if they are the same, their behavior and responses are different. But here is a difference that you might not have thought about: Shopper marketing exists because shoppers and consumers have fundamentally different relationships with brands.

Consumer 130

Consumer Marketing Shopping Promotions 130

Mike Anthony

MAY 4, 2021

What happens when you have a super cool consumer insight, but don’t consider the shopper? Or if you think about the shopper but don’t think about the consumer? A high chance of failure or at best, average. Why? Because we need to win with both consumers and shoppers to be successful. Activating a consumer insight needs more than just a powerful consumer insight!

Consumer 130

Consumer Marketing Spend Marketing Returns 130

Mike Anthony

MAY 25, 2021

If you like retail, especially grocery, you are going to love this! If you have a passion for shopper marketing and shoppers in general, this is going to be fun! And if you work in consumer goods, in marketing, sales or trade marketing – check this out now. Because somewhere in this article is the future of retail. Not everything will stick, but this store is so packed full of great shopper-centric thinking, some of this must be part of what comes next for bricks and mortar grocery retail.

Location 162

Location Marketing Promotions Consumer 162

Mike Anthony

JULY 28, 2021

If the trade press is anything to go by, you’d imagine that the discounter channel had somehow disappeared over the last twelve months. All the headlines are about e-commerce growth and devastated high streets and traditional retail. True, the discounters have had a quiet pandemic. But does that mean we can forget about them? Far from it! From what I can see, discounters are well positioned to go from strength to strength.

Shopping 147

Shopping Discount Store Returns Management 147

Mike Anthony

AUGUST 4, 2021

Winning with shoppers is key to consumer goods success: I think we can all agree on that. And on the surface, shopper marketing looks pretty straight forward. Stick some activity in a store and a shopper responds… Simple eh? Alas not. Shopper marketing is fiendishly complicated. Deep understanding of shopper behavior is key to shopper marketing success.

Planning 130

Planning Marketing Supermarket Shopping 130