The easier something is to do the more likely it is that the shopper will make the purchase. We like to have some challenges in our life, but we still very often take the easy route when making daily decisions.Read article
You cannot effectively drive sales without understanding the needs and behaviours of the shopper. This shows in vague communication objectives, resulting in poor in-store messaging.Read article
During their visit to the store, shoppers are faced with thousands of messages trying to persuade them to buy – but we don’t see that many messages.Read article
The packaging is the key to a long-term relationship with the brand. Is there any other vehicle that shoppers/consumers interact with more 24/7 than the packaging?Read article
Up to 70% of FMCG shoppers make their final purchase decisions in-store. So why would we care about anything other than the shopper, and how to get the shopper’s attention?Read article
Magnus Söderlund explains why experiments are becoming increasingly important for marketers today. Learn why the outcome of an experiment often can be surprising and how experiments can provide guidelines for what to do. Magnus Söderlund is a Professor at Stockholm School of Economics focusing on experiments in marketing.