• 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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  • Could Brexit affect shopper habits?

    When the Brexit news broke we were asked if we had any thoughts on the likely impact on shoppers. To be perfectly honest I was in such a state of shock that I couldn’t begin to marshall my thoughts. I voted to remain, so I’ve spent the weekend churning events over in my mind and

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  • Could a ‘pop up’ pep up your brand?

    Could a ‘pop up’ pep up your brand?

    Brand owners are increasingly using experiential marketing to get their branded products in front of as many consumers as possible and pop ups are one of the most popular tactics. While not especially new, in an increasingly online retail environment, pop ups can help brands to make a direct connection with customers in order to

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  • Trailblazing Sustainable Packaging of Tomorrow

    Packaging and branding have gone hand it hand for years, traditionally purely for aesthetics and protective reasons. Though, today more than ever industries have had to start changing the way their products are packaged in order to coincide with the nation’s changing attitudes towards the environment. It’s no secret there has been pressure on packaging

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  • Today’s Trailblazing Sustainable Packaging

    Today’s Trailblazing Sustainable Packaging

    Packaging and branding have gone hand it hand for years, traditionally purely for aesthetics and protective reasons. Though, today more than ever industries have had to start changing the way their products are packaged in order to coincide with the nation’s changing attitudes towards the environment. It’s no secret there has been pressure on packaging

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  • There’s nowt so queer as folk

    Last week the fabulously feisty team at Shoppercentric had my head in a spin. We were having one of those debates about how much the purchase journey has changed so completely from the good old days of when the journey was almost a linear one from sofa to till point. I know you will all

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  • Challenger brands and shopper research

    If your brand is not the market leader or category captain it’s quite possible you despair of ever getting beyond the price discussion with retail buyers. You don’t have the budget for large scale insight projects or extra analysis on panel data. Nor, perhaps, do the panels even have robust data for your segment of

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  • Improving the instore experience

    My most recent article for FMCG News magazine talked about the importance of the instore experience, and how shoppers who make the effort to go to a store these days have greater expectations in terms of the shopping experience. A couple of weeks ago I was taking part in a panel session at the Retail

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  • Savvy savers – or just plain sensible shoppers?

    Much is spoken about the impulsivity of shoppers’ spending habits, and their lack of planning before venturing out to the grocery store.  Indeed, there was a whole TV series in 2015 dedicated to helping those poor unfortunates who habitually bought more than they needed – an alternative take on retail therapy, if ever there was

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