|
|
|
Shop Now! The retail experience must be wherever shoppers want it to be. By Ann Carr. read >>
|
|
|
|
|
|
Do The Math. The future belongs to those who measure the total brand experience. By Al Wittemen. read >>
|
|
|
|
|
|
Brands Be Nimble. Principles and practices for better branding. By Ayo Seligman and Kay Whitchurch. read >>
|
|
|
|
|
|
On The Line. Below-the-line agencies are rising to the top. By Paul Kramer. read >>
|
|
|
|
|
|
The Demand Cycle. Technology re-defines the traditional path-to-purchase. By Mitch Blum and Jeff Williams. read >>
|
|
|
|
|
|
DSM 3.0. A new study shows shopper technology has come of age. By Seth Diamond and Brian Cohen. read >>
|
|
|
|
|
|
The Hub Prize. Procter & Gamble’s Tide Dry Cleaners tops the inaugural Hub Prize competition. read >>
|
|
|
|
|
|
Loyalty Drivers. It takes a relationship to build a brand. By Randi Moore. read >>
|
|
|
|
|
|
Growing Like Kroger . Customer loyalty is the centerpiece of Kroger’s simple path to growth. By Don Henry. read >>
|
|
|
|
|
|
The Infinity Loop. Today’s consumers want to be more than just spectators. By Orit Peleg. read >>
|
|
|
|
|
|
The Loyalty Myth. Brands should give what they get from their loyal consumers. By Beth Ann Kaminkow. read >>
|
|
|
|
|
|
Down By The River. Re-thinking our post-recession landscape. By Lee Aldridge. read >>
|
|
|
|
|
|
Return on Purpose. Cultural values are now critical to consumer loyalty. By Robert Rivenburgh. read >>
|
|
|
|
|
|
Small-Boy Stories. Does your brand speak for itself? Building loyalty requires it. By Jayne Eastman. read >>
|
|
|
|
|
|
Living Loyalty. Emotional connections stir brand passions and seal consumer loyalties. By Brad Bryen. read >>
|
|
|
|
|
|
Semper Fidelis. Keep customers faithful with the best total brand experiences. By Allen Adamson and Katie Ryan. read >>
|
|
|
|
|
|
The Loyalty Curve. The table stakes of loyalty are higher than ever. By Lauren de Simone. read >>
|
|
|
|
|
|
Handle With Care. Do what’s right for today’s digital shopper — not just what’s on-trend. By Ken Barnett. read >>
|
|
|
|
|
|
Maslow’s Shoppers. Digital-media strategies must satisfy a hierarchy of needs and values. By Jason Rogers. read >>
|
|
|
|
|
|
Evo-Commerce. Shoppers are evolving amid rapid environmental changes. By Randi Moore. read >>
|
|
|
|
|
|
Simulated Sets. Assortment optimization technologies create a better shopping experience. By Tom Young and Greg Orth. read >>
|
|
|
|
|
|
Alive and Clicking. Retailer websites are surprisingly strong as a shopper marketing tool. By John Kuendig. read >>
|
|
|
|
|
|
Becoming Listworthy. The shopping list establishes preferences and influences behavior. By Sara Manke. read >>
|
|
|
|
|
|
For Love & Money. Putting social media to work for packaged-goods brands. By Martin Bishop. read >>
|
|
|
|
|
Launch & Learn. Gap and Starbucks offer a tale of two brand-identity rollouts. By Hayes Roth. read >>
|
|
|
|
|
|
Ritual Attraction. Connect with consumers by understanding their brand rituals. By Don Growhoski. read >>
|
|
|
|
|
|
The Shopper’s Trophy. Brands that create cravings are the shopper’s best reward. By Liz Crawford. read >>
|
|
|
|
|
|
Emotional Rescue. Break through the rational barriers with value beyond price. By John Meyer. read >>
|
|
|
|
|
|
Slingshot! Challenger brands go for the unexpected and change the game. By Beth Ann Kamkinkow. read >>
|
|
|
|
|
|
Mind the Gap. Data analysis closes the chasm between brand messages and shopper behavior. By Linda Lewi. read >>
|
|
|
|
|
|
Clarity from Chaos. Strengthening brand identity amid modern-day marketing madness. By Matt Egan. read >>
|
|
|
|
|
|
Classical Gas. Breathing fresh relevance into older brands. By Howard Schultz. read >>
|
|
|
|
|
|
The Avatar Effect. Brand-building experiences should be created in three dimensions. By Mitch Blum. read >>
|
|
|
|
|
|
Ready at Retail. Shopper marketing has jelled as a brand-building discipline. By Chris Hoyt. read >>
|
|
|
|
|
|
The Hub Top 12. Strategies eclipse tactics among the best in shopper marketing. By Dr. Dan Flint. read >>
|
|
|
|
|
|
Future Shock. The new shopper-marketing agency is ready to lead the way. By Ken Barnett. read >>
|
|
|
|
|
|
Shelf Assurance. Johnson & Johnson makes shopping better for moms. By Paul Thompson. read >>
|
|
|
|
|
|
Shop Social, Live Total. Social shoppers redefine the shopping experience. By Lisa Diehlmann. read >>
|
|
|
|
|
|
Targeted Partnering. Technology is no substitute for shopper-focused collaboration. By Spencer L. Hapoienu. read >>
|
|
|
|
|
|
Half The Sky. Asian women are more empowered than ever before. By Victoria Corsi. read >>
|
|
|
|
|
|
Pictures of Truth. Capturing consumers while shopping is a moving experience. By Tom Conti. read >>
|
|
|
|
|
|
The New Fluidity. Consumer and shopper distinctions are messier than they used to be. By Fred Bidwell. read >>
|
|
|
|
|
|
Watch Your Shoppers. Actions speak louder than word in the store aisle. By Beth Ann Kaminkow. read >>
|
|
|
|
|
|
Breaking Barriers. Truly useful insights must capture consumer attitudes, behaviors and beliefs. By Beth Craig. read >>
|
|
|
|
|
|
Digital Love? Are shoppers as enamored with technology as we are? By Sarah Chow and Diana Boynton. read >>
|
|
|
|
|
|
Oceans of Insights. A path-to-purchase framework turns insights into opportunities. By Todd Engels. read >>
|
|
|
|
|
|
What? More Insights? Are shopper insights really driving your shopper-marketing programs? By Kim Finnerty. read >>
|
|
|
|
|
|
4-D P2P. Shoppers employ a decision process that’s unrelated to consumer attitudes. By Al Wittemen and Paul Price. read >>
|
|
|
|
|
|
What Shoppers Want. Shoppers may be satisfied but still see plenty of room for improvement. By Randi Moore. read >>
|
|
|
|
|
|
Symbiotic Branding. Retailer and national brands need each other to succeed. By Samar Birwadker. read >>
|
|
|
|
|
|
Curve Ball. Levi’s helps Millennial women shape their wardrobes and their lives. By Dori Molitor. read >>
|
|
|
|
|
|
Retail Males. Without male shoppers, brands are missing their Marks (and Jeffs and Phils). By Ken Featherston. read >>
|
|
|
|
|
|
Tier-Two Retailers. Smaller, regional chains offer strong opportunities for sales growth. By Terry Mangano. read >>
|
|
|
|
|
|
Retail Renegades. Blazing the retail trail toward deeper shopper connections. By Leslie Clifford and Laura Moser. read >>
|
|
|
|
|
|
Mobile Goes Mass. Mobile shopping finally comes of age. By William Rosen. read >>
|
|
|
|
|
|
Fundamental Focus. Don’t let the basics get lost in the shuffle at retail. By Will Minton. read >>
|
|
|
|
|
|
Digital Decisions. The hottest digital tools don’t always sell more stuff. By Ron Magliocco. read >>
|
|
|
|
|
|
Easterly Direction. New thinking is needed to reach shoppers in emerging markets. By Simon Silvester. read >>
|
|
|
|
|
|
Fly, Eagles, Fly! The Philadelphia Eagles ascend to higher purpose and win both on and off the field. By Dori Molitor. read >>
|
|
|
|
|
|
The Ecommerce Ecosystem. Brands need new strategies to capitalize on new shopping behaviors. By Paul Kramer. read >>
|
|
|
|
|
|
When Worlds Collide. Integration must be seamless with online and offline experiences. By Beth Ann Kaminkow. read >>
|
|
|
|
|
|
The Fourth Circle. Innovation in execution is the quickest route to victory. By Al Wittemen. read >>
|
|
|
|
|
|
Why Not Success? New products require behavioral insights and organizational support. by Jim Doucette and Paul Thompson. read >>
|
|
|
|
|
|
Purposeful Partners. Marketers can — and must — help stores captivate shoppers in new ways. By Nick Jones. read >>
|
|
|
|
|
|
The Balancing Point. Innovation pivots on helping shoppers balance their lives. By Steve Abdo. read >>
|
|
|
|
|
|
Small Planet Packages. Navigating the sustainability maze of product packages. By Brad Scott. read >>
|
|
|
|
|
|
The Shopper Economy. Advocacy is the new currency in today’s socially-networked world. By Liz Crawford. read >>
|
|
|
|
|
|
Retail Re-imagined. Traditional retailers need new ideas to win against their online competitors. By Alan Treadgold. read >>
|
|
|
|
|
|
Framing Loyalty. The path to brand loyalty runs through positioning and spending effectiveness. By Jim Gabriele. read >>
|
|
|
|
|
|
Flour Power. Panera puts its bread where its mouth is. By Dori Molitor. read >>
|
|
|
|
|
|
Motor City Stories. Values now define consumer loyalty. By John Gerzema. read >>
|
|
|
|
|
|
The Wish List. New habits and old traditions create emotional loyalties among holiday shoppers. By Seth Diamond. read >>
|
|
|
|
|
|
Loyalty Without Limits. Keeping customers means adding value in new and inventive ways. By Randi Moore. read >>
|
|
|
|
|
|
The Big Picture. Loyalty is the connective tissue between the steps in a consumer’s journey. By Eric Pakurar. read >>
|
|
|
|
|
|
Sound Advice. Does your brand sound as good as it looks? By Lulu Raghavan. read >>
|
|
|
|
|
|
Counting Culture. Hispanics and loyalty is more complicated than most marketers realize. By Will Minton. read >>
|
|
|
|
|
|
Perdido en la Traduccion. A new tracking study reveals insights into Hispanics as shoppers. By Noemi Ricalo. read >>
|
|
|
|
|
|
Channel Choices. A multichannel eco-system serves shopper needs. By Masha Sajdeh. read >>
|
|
|
|
|
|
Wireless Wayfinders. Mobile phones are the new brand compass. By Beth Ann Kaminkow. read >>
|
|
|
|
|
|
Transcendental Applications. The digital age offers a new path-to-purchase model. By Stanley Stevens. read >>
|
|
|
|
|
|
Being Caribou. Caribou turns a cup of coffee into a daily affirmation. By Dori Molitor. read >>
|
|
|
|
|
|
Marketing’s Last Stand. Marketing needs to change before the cost structure of media-spend collapses. By Uri Baruchin. read >>
|
|
|
|
|
|
Dare to Compare. Retail promotions may have a stronger impact on brand sales and identity than advertising. By Will Minton. read >>
|
|
|
|
|
|
Jesse Spungin explains how ConAgra nailed shopper marketing. By Chris Hoyt and Tim Manners. read >>
|
|
|
|
|
|
Great E-xpectations. The unexpected is influential when using emerging media to engage shoppers. By Sara Quist. read >>
|
|
|
|
|
|
Brand New Metrics. New complexities require new math for new media. By Mary Pocsik. read >>
|
|
|
|
|
|
Digital Utility. Injecting digital into your brand’s DNA. By Michael Dennelly. (pdf) or (text)
|
|
|
|
|
|
Keeping it Real. Authenticity and relevance make the difference for the world’s strongest brands. By Will Minton. (pdf) or (text)
|
|
|
|
|
|
Box-Tops Moms. General Mills creates a "we" brand, one box top at a time. By Dori Molitor. (pdf) or (text)
|
|
|
|
|
|
Social E’s. The digital path to engage, educate, excite and evangelize. By Shari Brickin. (pdf) or (text)
|
|
|
|
|
|
Making Plans Count. Three principles of smart planning can protect brand identity. By Jayne Eastman. (pdf) or (text)
|
|
|
|
|
|
Critical Mass. Mass Customization offers irresistible opportunities to re-think brand identity. By Beth Ann Kaminkow. (pdf) or (text)
|
|
|
|
|
|
Shopper Back. Shoppers expect brands to meet their needs anytime, everywhere. By Karuna Rawal. (pdf) or (text)
|
|
|
|
|
|
The Walmart Crapshoot. Project Impact does not appear to be the "win" that Walmart expected. By Chris Hoyt. (pdf) or (text)
|
|
|
|
|
|
The Hub Top 12. Expectations intensify as shopper marketing charges into the future. By Chris Hoyt. (pdf) or (text)
|
|
|
|
|
|
Digital Campfire.
Notes from a retail summit on shoppers and digital media. By Vince Weiner. (pdf) or (text)
|
|
|
|
|
|
The New Pop Culture. Optimism is the pulse of the next Pepsi generation. By Dori Molitor. (pdf) or (text)
|
|
|
|
|
|
Meet the Millennials. The impact of Millennials as parents is changing the marketplace. By Katie Ryan. (pdf) or (text)
|
|
|
|
|
|
The Empowered Shopper. Are you ready to engage consumers along the digital path-to-purchase? By Dr. Rita Wheat. (pdf) or (text)
|
|
|
|
|
|
Mobile Momentum. Dissecting “the shopper” can be every bit as complex and nuanced as dissecting “mobile.” By William Rosen. (pdf) or (text)
|
|
|
|
|
|
Return on Twitter. The ROI on social media is at retail. By Catherine Boera. (pdf) or (text)
|
|
|
|
|
|
Digital Shopper Marketing. Research reveals the digital tools that work best for shoppers. By Jason Katz. (pdf) or (text)
|
|
|
|
|
|
Shopping Optimized. Putting the shopper at the center of retail assortment decisions. By Paul Thompson. (pdf) or (text)
|
|
|
|
|
|
Packages as People. Creating a full embrace with shoppers starts with packaging. By Barbara Fabing. (pdf) or (text)
|
|
|
|
|
|
Sixteen Seconds. Your brand has just sixteen seconds to be seen, understood and wanted. By Luc Speisser. (pdf) or (text)
|
|
|
|
|
|
Baby Love. The “we decade” began almost ten years ago for J&J’s BabyCenter. By Dori Molitor. (pdf) or (text)
|
|
|
|
|
|
The Retailer’s List. To get on the shopper’s list, retailers must fill both needs and desires. By Randi Moore. (pdf) or (text)
|
|
|
|
|
|
True Loyalty. What comes after the circular? Retailers pinpoint better ideas. By Spencer Hapoienu. (pdf) or (text)
|
|
|
|
|
|
Cracked Rear View. Putting category before brand is like driving in reverse. By Chris Hoyt. (pdf) or (text)
|
|
|
|
|
|
Map the Gap. Winning at retail requires innovation across bundles of brand benefits. By Vinit Doshi. (pdf) or (text)
|
|
|
|
|
|
Supermarket Savvy. Innovative supermarkets tap into emotional and functional desires. By Randi Moore. (pdf) or (text)
|
|
|
|
|
|
Popping for Shoppers. The "pop-up" trend is driving retail innovation. By Beth Ann Kaminkow. (pdf) or (text)
|
|
|
|
|
|
The Shopper Aperture. Let’s put a new lens on the future of shopper marketing. By Anne Howe. (pdf) or (text)
|
|
|
|
|
|
The We Decade. Creating community and higher purpose will elevate our brands in the 2010s. By Dori Molitor. (pdf) or (text)
|
|
|
|
|
|
Smooth Selling. Integrated Selling drives bottom-line sales and better brand performance. By Paul Kramer. (pdf) or (text)
|
|
|
|
|
|
The Socialized Shopper. New research shows how social media is changing shopping behavior. By Mark Renshaw.
(pdf) or (text)
|
|
|
|
|
|
Think Big! Embrace strategic planning as the great opportunity to build loyalty that it is. By Jim Doucette. (pdf) or (text)
|
|
|
|
|
|
Shopping for Value. Let’s give shoppers more value than they pay for. By Al Wittemen. (pdf) or (text)
|
|
|
|
|
|
Precision, Prudence & Passion. A study of multichannel shoppers yields valuable insights. By Masha Sajdeh and Nick Jones. (pdf) or (text)
|
|
|
|
|
|
Real-Time Loyalty. Green Hills Market builds loyalty where the shopper, product and store converge. By Richard Guha. (pdf) or (text)
|
|
|
|
|
|
Stand By Me. A year ago we were angry. Now we’d like some tender, loving care. By Dori Molitor. (pdf) or (text)
|
|
|
|
|
|
Citizenship Branding. Loyalty grows when brand values and strategy align. By Scott Osman. (pdf) or (text)
|
|
|
|
|
|
Leading with Loyalty. Brand rituals build loyalty and drive growth. By Zain Raj. (pdf) or (text)
|
|
|
|
|
|
Feeling the Media. Making shoppers feel the love means making the media feel their pain. By Al Wittemen. (pdf) or (text)
|
|
|
|
|
|
Screen Gems. The convergence of digitalmedia at retail is re-defining the shopping experience. By Vince Weiner. (pdf) or (text)
|
|
|
|
|
|
Open Up! Are you up for the challenge of open branding? By Alex Do. (pdf) or (text)
|
|
|
|
|
|
Activating Creativity. Bringing brands to life across channels and disciplines moves people to action. By William Rosen. (pdf) or (text)
|
|
|
|
|
|
Codeword: Partnership. Television is alive and well for advertisers who innovate and collaborate. By Cindy Jolicoeur. (pdf) or (text)
|
|
|
|
|
|
Burt’s Buzz. At Burt’s Bees, a culture of caring is both the medium and the message. By Dori Molitor. (pdf) or (text)
|
|
|
|
|
|
Shopper-Marketing Online. Walmart sets the standard for engaging consumers online. By Greg Murtagh. (pdf) or (text)
|
|
|
|
|
|
Digital Bridges. New research uncovers keys to successful digital-media integration. By Jim Garrity and Kerry O’Connor. (pdf) or (text)
|
|
|
|
|
|
The Shopper’s Perspective. Value-seeking behaviors may transcend demographics. By Mack Hoopes. (pdf) or (text)
|
|
|
|
|
|
Minding the Store. The “best of the best” in shopper marketing get better and better. By Chris Hoyt. (pdf) or (text)
|
|
|
|
|
|
Brand the Experience. Seven “simple” questions clear the path to innovation and growth. By Al Wittemen and Marta LaRock. (pdf) or (text)
|
|
|
|
|
|
Long-Live Brands! National brands need to up their game to stay on top. By Mitch Blum. (pdf) or (text)
|
|
|
|
|
|
Brand-Image Boffo. A behind-the-scenes look into the making of NetApp’s global brand. By Britt Dionne. (pdf) or (text)
|
|
|
|
|
|
Map the Market. An understanding of consumer behavior frames a brand’s competitive advantage. By Eric Greifenberger. (pdf) or (text)
|
|
|
|
|
|
Branding Sales Culture. Recapturing the value of selling skills is critical to building brand identity. By Joel Nickelsen. (pdf) or (text)
|
|
|
|
|
|
The Hub Top 12. The “best of the best” in shopper marketing get better and better. By Chris Hoyt. (pdf) or (text)
|
|
|
|
|
|
|
Shopper-Friendly Culture. Growth at retail demands a more holistic view of shopper marketing. By Ted Taft. (pdf) or (text)
|
|
|
|
|
|
The Three-Percent Club. Brands that empathize rationally and visually get more attention at the shelf. By Jason Sorley. (pdf) or (text)
|
|
|
|
|
|
Insight-Out Design. Great design informed by solid research is the shortest distance between a shopper and a brand. By Susan Newlson and Mary Zalla. (pdf) or (text)
|
|
|
|
|
|
Brands to Retail. Seven "simple" questions clear the path to innovation and growth. By Al Wittemen and Marta LaRock. (pdf) or (text)
|
|
|
|
|
|
Johnny the Bagger. An emotional connection is more important than ever at retail. By Al Wittemen. (pdf) or (text)
|
|
| |
|
|
|
The Net Brand Effect. A portfolio approach to pricing is critical to brand growth at retail. By Paul Thompson. (pdf) or (text)
|
|
| |
|
|
|
Store Brand Surprise. An in-store test reveals unexpected dynamics between national and retailer brands. By Chip Miller. (pdf) or (text)
|
|
| |
|
|
|
Touching the Elephant. Shopper marketing is the elephant in the room that nobody sees quite the same way. By Chris Hoyt. (pdf) or (text)
|
|
| |
|
|
|
McDonald’s Gets McBetter. For McDonald’s, McActions speak louder than McWords. By Zain Raj and Paula Ausick. (pdf) or (text)
|
|
| |
|
|
|
An Innovator’s Blueprint. Innovation effectiveness is the key to growth in challenging times. By Vince Weiner. (more)
|
|
| |
|
|
|
Secret Sauce. There’s absolutely nothing about this recession that a little bit of good chocolate and a lot of great retail can’t cure. By Vince Weiner. (more)
|
|
| |
|
|
|
Solutions Without Walls. Innovation demands tearing down walls between consumers and shoppers. By Al Wittemen. (more)
|
|
|
|
|
|
|
Green Pragmatism. Eco-savvy consumers should be at the center of your brand strategy. By Cindy Jolicoeur. (more)
|
|
| |
|
|
|
Box of Tools. Innovation is a set of philosophies and methods to help solve problems in creative ways. By Luke Mansfield. (pdf) or (text)
|
|
| |
|
|
|
Retail as Runway. Left-brained brands should take a cue from right-brained retailers. By John Wilkins. (pdf) or (text)
|
|
| |
|
|
|
The Shopper’s Journey. A new study reveals what our struggle for meaning and identity says about the way we shop. By Tim Scholler. (pdf) or (text)
|
|
| |
|
|
|
T-Minus Ten. A Hub benchmark study says the shopper-marketing rocket ship is ready for liftoff. By Chris Hoyt. (pdf) or (text)
|
|
| |
|
|
|
A Mighty Wind. Shopper marketing isn’t about the shopper. It’s about the retailer. By Jon Kramer. (pdf) or (text)
|
|
| |
|
|
|
Shoeless Cobblers. Agencies must reinvent their business models. By Chris Maher. (pdf) or (text)
|
|
|
