Shopper marketing insights

Understand the context and be clear

Monday, January 29, 2018

Sometimes we tend to forget the importance of context when we evaluate packaging and packaging design. We simply underestimate the given shopping environment which leads to inappropriate messaging for that particular shelf space – so be sure to always account for the environment.  To attract peripheral vision in-store, choose from a variety of tools – color, shape and placement – to help shopper communication. Another mistake we make is that we are tempted t...

The old media mix is dead

The old media mix is dead

Monday, January 22, 2018

The path to purchase is no longer linear. It might involve all kind of digital tools and content. Social media, an app, web-based research, in-store visit (touch ...

Shopper missions drive in-store attention

Shopper missions drive in-store attention

Wednesday, November 29, 2017

The mission of the shopper drives in-store attention and in-store purchases. The logic behind it is that goals act as the core criteria that the brain uses to filt...

Why is Shopper Marketing important?

Why is Shopper Marketing important?

Thursday, November 9, 2017

Shopper Marketing expert Rich Butwinick explains how brands can reach consumers and drive closure by understan...

The paradox of choice

The paradox of choice

Tuesday, October 24, 2017

The scholar Barry Swartz wrote a very interesting book about the paradox of choice (2004). Dr. Swartz notes that “A large array of options may discourage consumer...

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