In the recent past, most FMCG businesses have driven growth at a steady pace, but this has changed. Evolving consumer and shopper behaviour, a more competitive environment and evolving channels have meant that our traditional approach to winning with customers is not enough. Besides, customers are upskilling and getting equally good at delivering the elements...
In this new world of economic constraint, the consumer must have a say. No longer is it appropriate to only have the right price for the right product at the right time with the right promotion. It is no longer acceptable to pile it high and sell it cheap. Squeezing the supply chain has a...
This article was written in 2012. The Author has upgraded to an iPhone 6s and faith has been restored. Why are so many FMCG companies focussed on shopper marketing and category development? Let’s find out. How many times have I been on Facebook to read that some of my mature and highly gifted friends are...
For many years reports have been published indicating that Shoppers are more ‘market and product savvy’, that they understand the true value of everything. Today the consumer intuitively knows what is a good deal and when an interesting proposition has limited value. As a consequence product life cycles are becoming shorter with the buyer’s experience...
Has sustainability finally come of age? What is it exactly? In this article, we look at what the UK Government and the EU have in mind. We look at some of the steps Britain’s top grocery firms are initiating, and we assess what impact this will have on the shopping basket and the way we...
A shepherd through today’s digital realities.
Lead by Muhammad Khaliq.