Do you sometimes need a little nudge?

Like many people, it turns out that consumers also respond well to a little nudge now and then. Whilst Nudge Marketing^ has been around for some time, we still believe it is a great way to help close what we call the “Shopper Purchase Decision Gap”. Our industry has traditionally concentrated on building great emotion… Read More

Are you maximising the Shopper Marketing opportunity?

Delivering your growth agenda: Shopper Marketing – a shared capability Quantic’s core principle is that connected organisations outperform their competition. By connected, we mean those businesses whose commercial functional strategies are aligned behind one consistently understood growth agenda. Our previous two posts have looked at the necessity to align these cross-functional strategies behind a common… Read More

Are you a consumer-led business?

Delivering your growth agenda: Marketing’s critical role In our first post we said that a growth agenda lives and dies by the strength of its under-pinning cross-functional strategies.  In this post we will start looking at Marketing’s specific role in the creation and then delivery of that growth agenda. Quantic’s over-arching principle and why the… Read More

Getting the right promotional mix

With the majority of the Food and Drink category values being at best flat and often actually in decline, it’s all too easy for manufacturers to throw badly-aimed monies at the problem.  Being caught up in an endless spiral of less than perfectly conceived promotional support is a common trend across CPG suppliers.  Trapped between… Read More

Winning that all important 1st purchase

Byron Sharp’s well proven law of growth, that both brands and categories grow primarily as a result of penetration gains and not as much via frequency or AWP as previously understood, sits as a mantra at the heart of the marketing functions of many leading CPG companies. Sharp demonstrates that brands and categories should anticipate… Read More

Have you “executed” any shoppers recently?

I attended the Executing Shopper Insights conference in London last month, and thought two things; has anyone acted on any of the learnings from the conference yet, and WHAT were the main learnings. We thought there were three key themes which connected most of the content: The Paradox of Millennials’ behaviour. The call for Contextual… Read More

First Purchase Research and Quantic Strike A Chord

In an age of big data and black box algorithms, it made such a refreshing change to hear the joint approach from First Purchase Research and Quantic providing shopper research data with something it always needs – actionable relevance and purpose! First Purchase Research’s founder, Barry Lemmon, took the audience at today’s Executing Shopper Insights… Read More

Do the winter Olympics have the answer to winning in new channels?

One of the big questions of today for sales leadership is how do we win in new channels that aren’t our traditional heartland e.g. OOH, discounters and e-commerce. Watching the inspirational (if not on the crazy side of brave) athletes of the winter Olympics it becomes apparent two key attributes are needed to succeed: ·… Read More

Don’t get left behind. Are you leading or are you led?

At Quantic we believe that the best suppliers know where their categories are going. Leaders interpret and shape trends that will dictate their future results. They future-proof their brands by keeping them fresh and relevant against these trends. Successful suppliers lead the category’s development through their brands. Category opportunities are scaled, prioritised and set the… Read More

Extreme reactions or are some suppliers not facing the truth?

When Sainsbury’s recently announced its strategy to address losses to the discounters, the reactions from some suppliers were extreme. On the news that it was assessing both the ‘emotional’ and ‘functional’ connection to consumers and shoppers of all brands across some 34,000 SKUs, the Grocer reported that Sainsbury’s declares war on brands’’ and that some… Read More