Blog posts • Mar 09, 2017 11:51 GMT
Sales figures are such a huge part of how a category is measured, and yet sales give only one part of the story. What is often lacking is a real understanding of where the missed opportunities or the threats lie, and that is crucial for retailers and brands under pressure to grow sales at a time when price is no longer a clear differentiator.
Blog posts • Feb 20, 2017 11:56 GMT
Further to the sales results and retail news that invariably fills the media after Christmas, it’s also important that the industry takes note of the shopper perspective – and really takes into account the opinions of the very people whose behaviour leads to the headlines.
Blog posts • Jan 11, 2017 09:14 GMT
As things start getting back to normal post-Christmas, I always find myself starting to reflect on the year just gone. It certainly was quite a year, with plenty happening in the wider world of politics, security and the economy.
Blog posts • Oct 14, 2016 09:50 BST
Last week I was sat in a dark room, in front of a two way mirror watching some shoppers talk about a particular category. With me were some of the category team from the client company, and whilst the conversation among shoppers was keeping us all intrigued, it was the conversation between us as viewers during a quiet period for the shoppers that was just as revealing.
Blog posts • Sep 21, 2016 17:29 BST
It never ceases to amaze us how ready various industry commentators and practitioners are to, well frankly, rubbish their fellow human beings’ ability to communicate with each other meaningfully. One speaker, whilst leading the charge for Big Data dominance at a recent conference we attended, even went as far as to describe surveys as ‘the bizarre idea you can ask shoppers what they want’!
Blog posts • Sep 09, 2016 15:26 BST
The issue for SportsDirect – amongst others they face such as shareholder hostility – is that all this negative news can and will have an impact on sales. Many of their shoppers may accept the low prices they want or need come at a price elsewhere in the business, and that this price isn’t something they are going to concern themselves with.
Blog posts • Jul 21, 2016 13:22 BST
Here at Shoppercentric we have noticed an increasing interest among our clients for more immersive shopper research approaches. For many years we have encouraged clients to get more involved in the research process, so that they can feel much closer to the results and therefore more likely to reference and use the research.
Blog posts • Jun 28, 2016 13:48 BST
Over the last 12 months the big four retailers have all signalled a desire to prioritise EDLP over Hi-Lo, which means promotional activity in-store is likely to fall back from the rather chaotic peak of the last few years.