Archive for Blog

If Market Research techniques keep on getting better, why do so many new FMCG Food and Drink products still fail?

If Market Research techniques keep on getting better, why do so many new FMCG Food and Drink products still fail?

With a failure rate in the US for new Grocery products of over 80% which rises to almost 90% if launched by a small business, US brands could be forgiven for a strategy of making regular incremental improvements to existing products, rather than Innovating. Irish…

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Ad spending to a false god

Ad spending to a false god

Procter & Gamble’s recent publication of its huge cuts to digital ad spend last quarter (between $100m and $140m) marks, perhaps, the latest nail in the coffin of digital advertising. The FMCG giant’s scepticism towards digital is the latest in a long series of backlashes…

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The concept of “viral” marketing is infectious but unhelpful

The concept of “viral” marketing is infectious but unhelpful

Companies, brands, and marketers in the modern age are learning to navigate a data-saturated public sphere. Twenty-four hours a day, consumers are switched on to a dizzying array of stimuli – from constantly updating news feeds (like twitter) to binge-ready box sets on television, tablet,…

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Online retail boom continues as high street struggles

Online retail boom continues as high street struggles

It seems that online retail has finally come of age and is putting more pressure on traditional bricks and mortar rivals who are struggling to keep pace with the growth of internet shopping. Online clothing sales have been particularly buoyant. Online only fashion site Boohoo…

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Tesco named Free From Retailer of the Year for third year running

Tesco named Free From Retailer of the Year for third year running

On the 28th March, the annual Free From Awards ceremony became once again the setting for a celebration of Tesco’s pioneering work in the Free From category. For the third year running, the retailer beat off opposition from stores such as Asda and Sainsbury’s to…

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More than one in four Brits have gone free from. Why?

More than one in four Brits have gone free from. Why?

More than one in four Brits now regularly buy free-from products, according to exclusive research for The Grocer. 27% of 2,035 consumers polled by Harris Interactive say they regularly buy lactose, dairy, gluten or grain-free products, up from 19% a year ago.  But just 14%…

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Brands embrace artificial intelligence in 2017

Brands embrace artificial intelligence in 2017

Much ink has been spilt expounding the revolutionary potential of developments such as near-field communication and the so-called “Internet of Things”. And in 2017, investment in artificial intelligence is predicted to triple. As we enter the new year, the idea of integrated AI, of the…

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The future for retailers lies in brand partnership

The future for retailers lies in brand partnership

When it comes to finding ways to rejuvenate your brand’s presence on the high street in the wake of commoditisation and monopolisation by Amazon and its online competitors, there are few options more inviting – but also less common – than brand partnerships, or cross-promotion….

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The revolution is near

The revolution is near

Any attempt to imagine what the future of marketing will be like in five, ten, or twenty years’ time will have to take into account an exciting, increasingly ubiquitous technology: near-field communication. To the unspecialised ear it sounds forbiddingly complicated, but the principle of near-field…

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Has the future for retail gone full circle?

Has the future for retail gone full circle?

Napoleon is supposed to have described Britain as a ‘nation of shopkeepers’ (the attribution is disputed), and it is certainly true that the UK’s commercial power has been formidable historically. At the present moment, however, retailers are awakening to the uncomfortable fact that, in order…

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