The recent shopper backlash against Target in the USA and Wickes in the United Kingdom reminds us that even big brands can erode their brand image if they stretch their core brand positioning too far. A brand is a name, term, sign, symbol or design which differentiates a product or service in the minds of […]
Trade Spend Top Tip #10 : Reduce spend for non compliance
There’s no guarantee that we get what we pay for. Especially if we have not been clear upfront about what we are paying for. Order cycles seem to get shorter every year; with just in time deliveries and pressure to achieve our annual volume targets. So we move onto planning the next promotion or […]
Eye Spy! A category that’s easy to shop
It seems size really is everything. In keeping with the minimal styling and stress free navigation of the Ikea store, we loved the category signage spotted in Ikea Reading’s plant pot category. With a wide range of pots on offer, category signposts are clear, the category segmented by size. We loved this approach since, other […]
Trade Spend Top Tip #9 : Focus on the right tactics to achieve our promotional objectives
How often have you seen a promotional brief that contains a list of far too many objectives? A lot of the time we repeat promotions or trade investments. It is both human nature as well as a case of ‘why fix it, if it isn’t broken’. However it may well be that we are […]
Trade Spend Top Tip #8 : Reach more customer’s shoppers effectively, with fewer bigger events
Standing out to shoppers in store or online is not easy. There’s a lot of competition for shopper attention and so it may seem that executing more shopper and customer activity is the way to keep top of mind. If we focus on partnering with our customers on fewer, bigger promotional events we stand […]