Shopper Marketing and Customer Experience Management

we believe it takes an inspiring story to make people buy

segmentation at a computer and laptop Brand Store

What is the shopper journey in purchase of a laptop/computer? STEP 1 – Realize the need for purchase STEP 2 – Add brands to the consideration set STEP 3 – … Continue reading

September 14, 2013 · Leave a comment

3 reasons for shoppers to buy a large pack of confectionery

Just like ice cream, confectionery is not an impulse purchase in a supermarket. However, marketers are under huge pressure to sell large packs in supermarkets – multipack or a large … Continue reading

September 11, 2013 · 1 Comment

the STORY of perceptive selling

My UPT and ATV story. I work with these terms day in and day out. UPT is Basket size and ATV is Basket value. Yet I fell for a sales … Continue reading

August 1, 2013 · Leave a comment

men are faux pas avoiders

I have worked for some gorgeous fashion and luxury brands like DIESEL, Paul & Shark, Timberland, Thomas Pink. In India these happen to be primarily male brands. As the head … Continue reading

July 26, 2013 · Leave a comment

ice cream is NOT impulse in supermarkets

ICE-CREAM is an impulse category – TRUE ICE-CREAM in a supermarket is bought on impulse – FALSE Think about where is ice cream stored in a supermarket – old flat … Continue reading

June 10, 2013 · 2 Comments

potential of gift cards

As a person I hate gift certificates.  It stirs very very strong negative emotions. To me it is the way to tell someone ‘I don’t care enough to go through the effort’. But then … Continue reading

May 28, 2013 · 4 Comments

BUYSTORIES work – life of a shoe box

Story of a shoebox “Someone I have never met put in a lot of effort in designing me. I was born in a factory with a lot of other boxes … Continue reading

May 21, 2013 · 2 Comments

‘prove your loyalty’ card

I am talking about the generously distributed pieces of plastic, sometimes even without a name. I was handed 1 at M&S Delhi India last week. It has a card number … Continue reading

May 11, 2013 · 2 Comments

everyone wears the LUXURY BADGE

Straight from the customer come these words that I have come across during days spent with luxury buyers across age groups, income classes and backgrounds all parts of India from … Continue reading

May 9, 2013 · Leave a comment

just beautiful OR intelligent FMCG packaging

Haven’t we all been privy to vanity conversations amongst lovely young women. “My hair has always been unmanageable, I have tried all possible products, these days I am using the Sunsilk purple … Continue reading

April 27, 2013 · 2 Comments

choose a tyre… why?

The only time we think tyres is when we have a flat one. Find a garage, repair or replace and out. I have a trusted garage owner. He decides the … Continue reading

April 20, 2013 · Leave a comment

we cannot discipline a customer. can we?

I recently had to visit the customer care gallery of my telecom service provider. I was at a gallery after maybe 2 years, thanks to relationship managers who assist you … Continue reading

April 14, 2013 · Leave a comment
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