James GudgeonDon’t swap sales for ‘engagement’ (sell hard, sell fast).Getting shoppers to spend more time at shelf feels good. But what looks like higher engagement is actually aisles doing a bad job of…Mar 19, 2020Mar 19, 2020
James GudgeonStop pandering to super-users (focus on The Apathetic).Making your brand ‘habitual’ sounds good, but spending money trying to get shoppers to create those habits is a dangerous red herring.Mar 19, 2020Mar 19, 2020
James GudgeoninUnexpected ItemsSelling Pizzas isn’t rocket science (it’s much more interesting).Wasting money is good, but giving things away for free (to people who would otherwise pay for them) is bad.Feb 28, 20201Feb 28, 20201