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Talking Points
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Tuesday, 31 August 2010 |
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FMCG brands are still reluctant to engage with consumers outside of their own websites, because they want to directly own and control the relationship with the consumer.
However, this insistence on trying to force unnatural behaviour by driving consumers to FMCG brand websites is puzzling.
It means brand owners must independently invest heavily in online and traditional media to target potential customers and get them to visit their website where they can then engage them further in the brand, sign-them-up and capture consumer data.
All of these be...
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Talking Points
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Friday, 25 June 2010 |
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Chancellor George Osborne announced a hike in VAT to 20% from 4 January 2011 in the coalition government's emergency Budget. Ken Parsons, chief executive of the Rural Shops Alliance, looks at the implications for small retailers.
The Budget announcement of a rise in the standard rate of VAT to 20% surprised nobody. However, retailers could be excused thinking that the timing of its implementation is overly cynical.
After the last changes in the rate of VAT, many retailers complained, explaining quite reasonably that January is one of the worst months in which to do i... |
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Talking Points
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Tuesday, 01 June 2010 |
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By Danielle Pinnington, managing director, Shoppercentric
Making life easier for shoppers is an admirable aim, but there is a real commercial point to this. Persuading shoppers to buy your product is hard enough without putting any obstacles in their way once they get into the store.
I'd like to suggest that ease of shopping is actually rather complicated. Our research consistently tells us that grocery shoppers are inherently lazy, they love finding a shortcut to the routine, a way of reducing the time spent in-store.
They frequently switch to autopilot a... |
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© Metropolis International Group Ltd 2009