• Talking social media

    Recently we’ve been putting some thought into how GenZ might develop as shoppers. In fact, the oldest of that cohort are already out and about spending money, so it won’t be long before they are part of the mainstream target market. And yet, they aren’t mainstream as we know it. They are the generation that

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  • Back to Basics

    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

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  • So, what’s new for 2017?

    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. With so much happening around us, you might have thought

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  • 2016 in the rear view mirror!

    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. Closer to home I still find it fascinating how much media interest there is in all

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  • Up Close

    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

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  • Trust issues

    Trust Issues   I have bought sports kit from SportsDirect in the past. I can’t say I ever enjoyed the instore experience – it was always too cluttered, too confusing, too shoved-on-shelf to ever be something I looked forward to. But boy did they deliver bargains. So a fair few trainers, football boots, rugby boots

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  • It’s Nearly Time to Go Back to School…

    Almost as soon as we arrived back from holiday the kids minds turned to the pending return to school. As I write this we still have 2 weeks of summer holiday left, so it feels a bit premature to be thinking about school. And yet there always seems so much to prepare for: new blazers,

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  • We can all learn a thing or two from Generation-Z

    Generation-Z is a consumer group that is of increasing interest to brands and retailers today. In fact there probably hasn’t been so much interest in this age group since the phrase ‘teenager’ was first coined. Some of that interest is no doubt driven by the fact that this age group is so tech-savvy, and willing

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  • Best Practice Category Management Infographic

    Best Practice Category Management Infographic

    Many Category Managers and Account Managers in the FMCG world learnt their category management craft by watching others. Few have been trained or seen what best practice category management looks like. This infographic describes what best practice category management looks like.  For the 3 core elements of Category Management here is the best and worst:

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