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As shoppers do more of their shopping online, the e-commerce channel needs to keep up with the changing demands of shoppers and evolving channel capabilities. Many suppliers have become very adept at delivering category management initiatives for bricks and mortar stores. Unfortunately, when it comes to online or e-commerce, this can be an afterthought. The...

Marrying Category Management, Shopper Marketing and Promotional Marketing is the key to optimising brand and category success, argues David Edwards of Big River Solutions. Let’s liken marketing to putting up a tent. The job is easier when every person in the construction team knows what the end goal should look like if all individuals involved...

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...

Can a worldwide shopper marketing strategy change anything? Is shopper marketing working? With consumer good manufacturers and suppliers demanding more return from the investment, supermarkets are searching for reasons to deselect products to satisfy a declining consumer demand. How effective is your shopper marketing strategy? Products that are perceived to be outdated, expensive, trivial or...