Archive for 'Retail Marketing'
Posted on 14. Aug, 2013 by Jon Bird.
Tweet FMOT, SMOT, ZMOT…WTF? The first three acronyms are from the lexicon of “shopper marketing”, the last one a humble retailer’s exasperated “what the?” response. What does it all mean? And to use another truncation, is shopper marketing just so much BS from a bunch of (likely) MBA’s? I’ve spent a lot of time over [...]
Posted on 06. Aug, 2013 by Jon Bird.
Tweet In the midst of a ‘soft’ retail environment, one store is persuading customers to queue for up to 20 minutes and pay a 220%+ premium for an item that (fundamentally) you could pick up in a supermarket. Madness or genius? I guess it depends which side of the retail counter you’re on. The Magnum [...]
Posted on 27. Nov, 2012 by Jon Bird.
Tweet For all the detractors of the Click Frenzy online shopping event (the Twitter hashtag #clickfail pretty much sums it up), I thought the sale provided some fascinating insights into how to motivate customers. In a world where we all have too much stuff, why did so many shoppers race to be part of the [...]
Posted on 05. Sep, 2012 by Jon Bird.
Tweet One big blur. That’s how I anticipated retail in 2012, and that’s how it’s playing out. On the one hand, it’s a blur of speed as the pace of change ramps up and consumer attention spans shorten. On the other, it’s a blurring of lines between old and new retail. And the biggest blur [...]
Posted on 28. Aug, 2012 by Jon Bird.
Tweet When it comes to price, “shoppers don’t know diddly-squat about what they paid.” So said US Shopper Marketing guru Herb Sorensen during a series of events for retailers last week, set up by IdeaWorks and TNS (the world’s leading shopper research agency). He should know. Over four decades, Sorensen and his associates have analysed [...]
Posted on 14. Aug, 2012 by Jon Bird.
Tweet “Harvey Norman takes a big dive”, screamed the headline in the Sydney Morning Herald. But this wasn’t news; it was an entirely predictable announcement. Like-for-like sales down 6.5%. Profit for the year likely to be down 40%. Harvey’s hurting, and it’s happening because the model doesn’t work anymore. There was a time when “Go [...]
Posted on 22. May, 2012 by Jon Bird.
Tweet When the iPhone launched around the world in 2007, stories in Western media focused on the man behind the marvel – Steve Jobs. Not so the Japanese. They raved instead about Jonathan Ive, the iPhone’s designer. For them, the pleasure in the product was in the way it looked and felt as much as [...]
Posted on 30. Mar, 2012 by Jon Bird.
Tweet In an age of disruption in retail, it’s tempting to rush to embrace the new and discard the old without question. “Everything is changing,” we bemoan. “This is a whole new era and the old rules just don’t apply.” From my regular conversations with retail CEOs to endless conference themes, the fixation on change [...]
Posted on 13. Mar, 2012 by Jon Bird.
Tweet The traditional catalogue promotional cycle is a dangerous treadmill to be on, particularly in this new retail era. An advertising vehicle that starts out as a servant to the business quickly becomes master. Instead of focusing on creating real and relevant reasons for customers to consider your store or website, the catalogue program itself [...]
Posted on 28. Feb, 2012 by Jon Bird.
Tweet For way too long, this has been the value equation according to many retailers: Value = Price. The words have somehow become interchangeable in merchants’ minds, and this misinterpretation has resulted in the escalation of price-led offers in the market. As the discount drug has started to wear off on customers in recent times, [...]