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Retail

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Marketing

We help retailers across all elements of the marketing mix create tangible value for shoppers based on actionable insights into consumer needs.

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In more than 400 marketing and sales studies conducted over the past five years, we have helped clients make sense of the data they possess, derive meaningful insights, and develop marketing strategies that create both tangible shopper value and sustainable retail growth.

What we do

We help clients develop specific marketing approaches to drive value in their regions, categories, formats, and competitive environments. Depending on the challenge, our support may include the following:

Branding
We help develop relevant and distinctive brand strategies, for both store brands and private labels. Brands are retail’s most powerful connection points, creating lasting bonds with customers, employees, and investors and driving higher sales and more stable profits. According to recent McKinsey analysis, strong brands outperform their peers by about 5 percentage points in terms of total return to shareholders over a 7-year period.

Media mix optimization
We help clients optimize and monitor media planning and buying. We bring tools like Reach-Cost-Quality (RCQ), Marketing Mix Modeling (MMM), and Local Media Excellence (LoMEX) to provide fact-based decision support that boosts the return on investment (ROI) of marketing activities.

Customer lifetime value (CLV) management
We help clients retain customers and boost their value over time. Active CLV management unlocks each customer’s full potential—through efficient acquisition, targeted upselling campaigns, and value-based loyalty reward programs.

Digital excellence
We help clients understand the mindset and the behavior of today’s digital natives and carefully weigh potential changes to the marketing mix. We have the experience and the tools to help attain online marketing excellence, make the most of social media platforms, and actively manage digital ROI.

Customer insights
We help clients apply needs-based research and segmentation techniques that get to the real drivers of shopper behavior and identify the most promising target groups. Our experts work with client data to move from data mining to actionable insight.

Capability building
Our marketing consultants draw upon a range of enabling tools and training programs to help retailers bring out the best in their in-house marketing teams. We apply diagnostic tools for assessing retail marketing capability and conduct hands-on workshops covering topics such online retail and relationship management. We work with our clients to design marketing organizations and processes that support business objectives.

Featured books

Retail and brand marketing

Retail Marketing and Branding:A definitive guide to maximizing ROI

Jesko Perrey, Dennis Spillecke, 2013

This book offers retail leaders practical ways to improve their marketing function's performance to drive corporate growth. Practical guidelines and case examples make it an accessible guide for all consumer-minded retailers.

Power Brands

Hajo Riesenbeck and Jesko Perrey, 2008

It takes at least as much craft and science as art to make a brand successful. This book shows how leading brands combine all three elements.more

Meet our people

Jesko Perrey

Jesko Perrey

Director

Latest thinking

articleThe US consumer

The US consumer: Sticking to the "new normal"

American consumers are showing cautious optimism, says this report on consumer behavior.more

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