i just want a …….

THERE IS NO SUCH THING AS A MULTI-CHANNEL SHOPPER There is so much talk these days about multi-channel shopping and multi-channel shoppers. I would and will argue that while multi-channel shopping is important, there is no such thing as a multi-channel shopper. Indeed, I will argue that offering a multi-channel option is made all the […]

THERE IS NO SUCH THING AS A MULTI-CHANNEL SHOPPER There is so much talk these days about multi-channel shopping and multi-channel shoppers. I would and will argue that while multi-channel shopping is important, there is no such thing as a multi-channel shopper. Indeed, I will argue that offering a multi-channel option is made all the more important by virtue of the fact that there is no such thing as a multi-channel shopper. I know hundreds of people who readily shop using a range of channels – but I have never met anyone who describes themselves as a ‘multi-channel shopper’. I would argue that there are only shoppers – and shoppers are focused on just one thing – getting what they want as efficiently and cost effectively as possible. Shoppers do not think of themselves as offline shoppers, online shoppers or multi-channel shoppers. They just think of themselves as having a…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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