Today there is no doubt that the shopper now holds the power; no longer the brand or the retailer. Loyalty is dissolving for both brands and store banners. Onmichannel presents not only opportunities but also significant challenges for retailers and manufacturers to hold on. The fate of your brand or store now lies in the shoppers hands, more than it has ever before.


This talk looks at shopper centricity and challenges organisations as to where their focus really lies. It is easy to ‘say’ the shopper is at the heart of your business, but few brands or retailers actually show this to be true.  Alongside Digital Marketing, Shopper Marketing is the fastest growing discipline in the consumer goods industry. Designing strategic shopper marketing initiatives that are based on solid shopper insight, compel purchase, build brand equity, encourage higher consumption and drive higher footfall to store and brand market share are key to success.


This talk showcases the challenges and opportunities in the Shopper Marketing field, and also outlines the potential pitfalls as organisations must restructure themselves for this latest power shift. Shopper Marketing is not just a process or a strategy – it is a culture and ethos.

1. Why Shopper Centricity is no longer a choice for consumer goods organisations but an ethos to embrace


2. How Shopper Marketing finally delivers the win-win that Category Management and Trade Marketing never did


3. What pitfalls await smart organisations as they prepare to focus their strategy on Shopper (and how best to avoid them)

  • pp"Your talk was very well received by all, and your message resonates enormously and was a good reminder to us all to set the bar once again higher in the shopper marketing area. Thanks for taking the time to be with us"

  • shopper2"I have seen many presentations over the years concerning shopper behaviour, but the presentation by Mr. Hughes is the one which has kept my attention. He describes consumer behaviour in a very real and simultaneously interesting way, is a very good presenter with humour and passion for his subject, while also bringing it to life using varied case studies. I invited him to address my retail organization on shopper centricity and thankfully in these challenging times, we have seen results"


This talk applies to all markets, but with a special focus on: Consumer Goods: Food & Beverage, Electronics, DIY, Foodservice, Apparel,  and Home Furnishings

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