The Sell: What shopper marketing must learn from digital

by Mimi Nicklin (@MimiNicklin) Do you remember a few years ago, when “digital” was this new and confusing discipline that everyone wanted a piece of but no one knew how? The cycle (of early-days ignorance) is starting again, except this time it’s shopper marketing that is the scary dragon looming at the agency front door.

The Sell: Are consumers killing advertising?

by Mimi Nicklin (@MimiNicklin) Is it really the consumers who are killing advertising? Is it their fragmented attention spans and fickle loyalty that is killing the specialism as we know it? Can we blame these pencil-portrait segmentation models that disguise normal people as distant ‘consumers’ for responding less to our work?

The Sell: Dancing chickens DO make you buy more

by Mimi Nicklin (@MimiNicklin) While I personally would not have confidently believed that a giant flashing chicken-chandelier installation, or life-size dancing chicken mascots and store staff, would be the solution to a retailer’s falling sales, there is a team that did just that, and it is reaping the rewards!

The Sell: Going back to basic retail-selling principles

by Mimi Nicklin (@MimiNicklin) While much in retail has changed since 1920(!), when it comes to selling our wares in 2014, so many of the principles they were innovating with at the original Selfridges store should still form the basis of our retail innovation today.

The Sell: It’s not just Lion-shaped awards that count…

by Mimi Nicklin (@MimiNicklin) In June 2014, brands and agencies alike watched the global stage as the 61st Cannes Lions rolled out shiny gold statues to the most inspiring and creative work worldwide. I want to look at a winner of an entirely different awards ceremony: The Effies.

The Sell: Buyers, browsers and brand new content…

by Mimi Nicklin (@MimiNicklin) I recently had a debate with a colleague of mine who works in the global ad world. Her opinion was that content marketing — social, online, blogs etc — were firmly in the ‘consumer’ camp when it comes to the ‘consumer vs shopper’ debate. Strictly the business of “the content agencies and digital shops…” As you might guess, I disagreed.

The Sell: Should fridges tweet and other stories

by Mimi Nicklin (@MimiNicklin) As the plethora of technology options widens, how do we choose what to buy? This is the question I pose myself when looking at which technology brands are getting right, and wrong, when it comes to driving purchase.

The Sell: The powerhouse and the people — how decision-making is changing

by Mimi Nicklin (@MimiNicklin) It seems to me that the four major news headlines right now may have a fundamental impact upon the world as we know it, and the people living upon it. Behind these stories lie the seismic shifts in consumer perceptions, confidence and behaviour that are slowly forming as the news keeps rolling.

The Sell: Why retailers should care about their shoppers’ homes

by Mimi Nicklin (@miminicklin) Just as homes are the physical and emotional centres of our lives, so too are they the focal point of our consumption and spending. Yet, when you walk around the store, how often do you see products and offers tailored to this powerful emotional context for our shoppers?

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