shopper marketing Archives - Inside Retail Asia

The age of the shopper is now

The iconic television series, Mad Men, recently ended its seven-season run.

Shopping for creative at Cannes

The Cannes Lions bills itself as the biggest creative communications festival in the world. Starting out as an advertising show 61 years ago, it now sprawls across numerous categories, making awards in sectors as diverse as innovation and integrated. Two festivals reportedly preceded this year’s Cannes Lions, which finished on Saturday in the South of France. In mid to late May, the illustrious Cannes Film Festival took place, but (as legend would have it anyway) immediately prior to …

A remote control for the retail store

In the hands of shoppers, the smartphone is fast becoming a remote control for bricks and mortar retail. It allows customers to interact with a retail environment on their terms in a more relevant and personal way than ever before. Customers (if they are not already) will start to favour retailers (and manufacturers) that are smartphone friendly, switching off from those that are not. From a shopper’s perspective, I want to be able to walk into a store with my smartphone and connect t…

The pinball path to purchase

In the religion that is shopper marketing, one of the central beliefs is the path to purchase. For many marketers, the five or six step path to purchase (P2P) is writ in stone like the 10 Commandments. But is it time for non-believers to smash the P2P and come up with a new model? For those new to shopper (shopper marketing), what is the P2P in the first instance? It’s simply a framework for thinking about the shopper’s journey from the moment they become aware of a product or…