The Bluebird Group’s Post

Getting your owned channels right, in terms of both messaging and experience, is crucial for retail success. The rise in online FMCG shopping offers retail brands with a new opportunity to connect with consumers and deliver efficient, easy-to-navigate, fulfilling experiences. 🛍️ Our latest insights article dives into the role of strategic marketing communication in retail 👇 #GrowthFromKnowledge #RetailInsights #ConsumerInsights #SalesStrategies #RetailSuccess

How important is it for direct-to-consumer (DTC) brands to significantly increase their marketing spend when expanding into retail? How can smaller or emerging brands compete with established CPG giants that have the resources to buy out shelf space or dominate advertising channels? In what ways can brands continue to reach customers effectively online while navigating the challenges of physical retail? Read the article from AdExchanger for more insight:

A good article to help us understand how people perceive time when they're making buying decisions. It emphasises that it's important for brands to know how consumers think about time when they're shopping. It also explains three common misunderstandings about how time affects what and when people buy things, and suggests that companies should see time as an opportunity not a problem. It gives us tips for brands to use our perception of time to our advantage.

The keys to effective Retail Media? Excellent list by Sean Crawford in MoreAboutAdvertising: 1. Retailers need to think like media company, not a retailer 2. Adopt a strategy that delivers key impact to brand partners 3. Leverage data to power relevant & timely communications to consumers 4. Create a full omnichannel experience 5. Be transparent Sound advice for advertisers as they evaluate Retail Media Networks (RMN) and for Retailers that build/manage RMNs. Mercer Island Group would add: (a) The Retailer needs to be the expert on effectiveness. What are the key principles that correlate with effective creative? How does RMN media type impact effectiveness across key KPIs? What role does attention play? (b) Agencies need to be RMN experts. This means that media agencies need a deep understanding of each major RMN, the principles governing effectiveness, how to balance media investment across the customer journey, etc. Creative agencies need to know what principles generally drive the most effectiveness. All agencies need to be up to date on areas like attention metrics and effectiveness. (c) Marketing teams need to develop deep knowledge of RMNs and their role in achieving brand objectives. - Expect your media agency to share best practices and a POV on amount to invest and where - Ensure your MMM/econometrics can adequately support your decision making - Expect your creative agency to know what works in RMN advertising - Be on guard as major media agencies will undoubtedly be offering principal buying solutions to RMN. History tells us that wherever a large pot of client media investment dollars sits, some media agencies will attempt to become "resellers" with limited transparency. Let me know what you think! Nick Manning Andrew Tindall Jared Belsky Kamran Asghar Sean Corcoran Karen Nelson-Field PhD Bill Duggan Matt Kasindorf Aaron Fetters Meghan Rose Galligan

The consumer package goods (CPG) industry is highly competitive, with new products and brands popping up all the time. In order to succeed, CPG companies need to have a strong brand that stands out from the rest. This blog post will outline five key strategies for building a strong CPG brand in today’s market.✅ #GroupMCC #CPG #Marketing #Sales

During yesterday's #RetailMediaX conference, Paul Skeldon unveiled the brand new Retail Media 2024 report. This comprehensive 64-page report delves into the emergence of this 'new' market and its implications for stakeholders across retail, brands, suppliers, agencies, media companies, and tech vendors. #RetailMedia #RetailIndustry #MarketInsights

My latest for Brandingmag. With the discussion cooled for the time-being on "pricing," take a minute to consider some foundational human / consumer / shopper behavioral principles relative to the world's most valuable commodity: TIME. Simple insights that can have double-digit implications on your programs and brand activation... #consumerinsights #neuromarketing #shoppermarketing https://lnkd.in/gUtGbCD4

Are you 'wowing' your retail consumers and winning their loyalty? 🛍️ Catherine Gibson , our Global Head of Landscaping and Segmentation, is a firm believer in delivering powerful retail brand experiences and product portfolios. Learn more in our latest insights article 👇 #GrowthFromKnowledge #RetailInsights #ConsumerInsights #SalesStrategies #RetailSuccess

Discover how purpose-driven marketing is reshaping the e-commerce and CPG landscape.  Brands are increasingly focusing on meaningful missions that resonate with consumers to help foster deeper connections and loyalty. Check out the full article.   #Ecommerce #CPG #ConsumerEngagement  https://lnkd.in/ew2dknDP

It depends... This is my favourite answer to every question. Why? Because there is no 'silver bullet', 'one size fits all' solution to anything. There is no one single reason why people behave the way they do. There is no single strategy that works for every brand. When speaking at the The Fashion Network Ecommerce Summit with Camilla Tress, Paul McDermott and David Ellis, the theme was coming up over and over again. Should I do sales? Yes! No! It depends... Should I have a points-based loyalty program? Yes! No! It depends... What does it depends on? Your brand strategy, your customers profiles, your product and price and many more aspects. This is where strategy is crucial. Being able to understand the entirety of your brand, your unique customer profiles and the macro and micro shifts in the market is necessary to be able to decide what tactics to employ in your company. It is always a combination of what you do across your whole brand universe. It is not just marketing or product development. It is your stores, your customer service, your ecommerce, marketing, social media, PR, advertising, experiential, pricing strategy, brand partnerships and so many more aspects of your brand universe that need to come together to create undeniable brand equity and therefore loyalty. Having someone who can look across all these departments objectively and recognise areas for optimisation is invaluable to every brand, especially now in this challenging market. This is what I do best! Big picture birds eye view of your brand combined with application in the tinniest of details across your whole brand universe - an ability that isn't common, but necessary for brands to thrive. If you are reviewing your loyalty strategy, drop me a note and I will be happy to help you catch your customers' hearts. #loyalty #retail #brands #strategy #consumerbehaviour #customerexperience #marketing #ecommerce #community #advocacy #psychology #behaviouralstrategy #publicspeaking