Getting on the Shopping List!

True or false?  Every Marketer wants their brand to be on the shopping list?  True!  After all, the shopper is the gate-keeper to the elusive consumer.

How lists are developed, who prepares them, when, and why, is critical, but still not well understood by all Marketers.   More importantly, with the increase in the number of shoppers making lists, and the focus on value,  how is the shopping list changing?

And even if the product makes it to the list, how does the in-store environment influence the ultimate decision to purchase?

On this latter point, I enjoyed reading the following article about the importance of the marketer understanding how the environment impacts the shopping trip, please have a read -  http://phenomenagroup.wordpress.com/2010/09/19/the-list/  

But take note, it's still critical to get your brand or category on the shopping list.

With more people making lists, they are looking for short-cuts and ways to be more efficient.  So create your own shopping list app, make your on-line sites better by streamlining planning and list making, and remember  the shopper is the gate-keeper to your consumer...so get to know them better.

Interesting Online Shopping "Youtique"

Thank-you to The Shoppologist Blog for introducing me to the "youtique".

What I like about this "youtique" is it's unique use of youtube while focusing on solving the shopper problem, what am I going to wear to....

• Wedding
• Hot Date
• Job Interview, etc

Bravo!

Canadian Tire Goes to the Foods....

What do you think about Canadian Tire's move into Food Retailing as part of it's mix in it's stores?

What I was happy to see pointed out by Mike Arnett, president of Canadian Tire Retail, in the Financial Post was that when they conducted their research, about adding food as part of the mix, the people asked didn't think it was a good idea. Even with this feedback they went and began testing it in their stores and are seeing positive results.

In my work at CPG I have seen ideas cancelled because of market research. Although I know having a success in consumer packaged goods is a challenge, I am disappointed by some companies reliance on the research to the detriment of their own business skills. Certainly research is one input into the process (where you can afford it) but it is an input!

Often times the runaway successes are for products that you would never predict....think the hoola-hoop, the pet rock, mood rings, etc.

See also the article in the Financial Post!
http://www.financialpost.com/most-popular/story.html?id=2602820

LCBO - A High End Must Shop Boutique!

The LCBO have done to alcohol, what Shopper's Drug Mart has done for make-up.  They have made the experience the same as walking into a  high-end boutique.

5 Reason's I love shopping at the LCBO! 

1) 

Beautiful Stores

Gone is any feeling of any shame upon entering these stores....instead you feel special the minute you step in. The stores are beautiful...well lit and inviting with the bottles glittering like jewels on shelves. 

2)

Expertly merchandised

Except for that little challenge with the strike a while back, the shelves are always well stocked, and the sections are easily organised and clearly signed so even the hard of sight can find what they are looking for!

3)

Retailtainment

Between the tasting's, and the courses, there is always something going on in the store that provides the interested shopper in information about the latest wine, or drink.

4)

Leverage the seasons

There is always a reason to visit the store, even if your own cellar is well stocked.  As the seasons change the LCBO is always taking advantage and communicating specials through high gloss flyers with the latest way for you to celebrate...with Beers from around the world, or Summer Drinks to make your BBQ Special.  

5)

The Best Store Magazine Ever

I know I have made a special stop at the LCBO just to pick up the latest issue of their quarterly magazine, with all of the great pictures and recipes, it's a must have, and worthy of display alongside the NewYorker!

Well enough for now...I think I'll think up a reason to head off to the LCBO...Oh yes, I'm heading to a party tonight! Maybe I'll see you there!