The BOGO is the most pervasive discounting gimmick in the retail world over the past two decades—and especially in Grocery today. It is the default for “getting your product to really move” when your product isn’t moving. It’s such a common concept that major shoe retailers (I think most of them) have built entire “original” adRead more
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As you can imagine, we are constantly challenged with the issue of “targeting” our communications, media, etc. to a demographic or psychographic or behavioral profile. Inevitably, there is push back from both clients and at times internally around who the target is – usually an effort to broaden it. Build a bigger tent. Not leaveRead more
Miracle Gro is a brand that has turned everyday run of the mill garden fertilizer into something special, a gardener’s little secret and ultimately an enormously powerful brand with many line extensions.Read more
With so much of our business revolving around CPG brands, we spend a good deal of time on shopper insights and conversationally speaking to grocers and brands about where the food business is headed. Additionally, with more than 20 years of experience in this world of the food business, it has become clear to meRead more
