July 23, 2017

Aldi: best of British or authentically German?

View image | gettyimages.com Stand-up comedian Kevin Bridges once made fun of Scottish children on holiday, suggesting the lower-class mother could be recognised by having ‘Lidl’ and ‘Aldi’ tattooed across each hand. But since then, the common perception of the two German discount supermarkets in the UK seems to have changed. Aldi opened its first […]

Lost in big data

British lingerie and swimwear retailer Bravissimo increased pay-per-click sales by 600% and doubled conversion rates over three months when it linked keyword bidding to weather data. The rationale for this action was Bravissimo found it sold more swimwear when it’s hot. This is just one example of the power of ‘big data’. Yet despite the […]

‘Cool’ ice cream in Serbia: capitalising on unmet needs

Last week I had the pleasure of teaching our new cohort of on-campus students here in Edinburgh. During the marketing seminar, we explored the concepts of consumer behaviour, as well as market segmentation, targeting and positioning. I recently heard an interview online with an entrepreneur in Belgrade, Serbia, that I think neatly illustrates some of […]

Consumer Behaviour issues and trends 2014

To mark the launch of 2014, one of my first actions has been to permanently delete my Facebook account. A brave move! But am I simply part of a wider trend for 2014? I was interested to read an article in the Economist that questioned this, with reference to a recent blog post that sparked […]

Internet shopping booms at the expense of traditional retailers

This year I did the bulk of my Christmas shopping in one day but unlike many British people, I braved the shops rather than shopping online from the comfort of my own home. It wasn’t an entirely pleasant experience. One of the shops was so hot that it was almost empty. While staff walked around […]

Are you overwhelmed by technological change?

We seem to be in an era where, on the one hand, new technologies are making many complex tasks much more straightforward, while on the other, only one person in the household has the technical know-how to turn on the TV. Take research, for example. Gone are the days of visiting the library to trawl […]

Was British Gas right to schedule a Twitter Q&A session on the day it announced huge price hikes?

Customers can be the best publicity. There are lots of them, they like to talk and they tend to believe each other more than they would a stranger with an ulterior motive (sales).  Add the internet and the power of consumer-generated content can be huge – going ‘viral’ and creating a ‘storm’. While many brands […]

How realistic are our expectations of eating out?

On several occasions recently I’ve eaten out with friends or family and the experience has been disappointing. Not for me, but for my company, and the problems haven’t related to the atmosphere or service, but to the food itself. The food is too salty or too bland, not hot enough or undercooked, dry, greasy, and […]