Loyalty vs Reach: Why Brands with Wide Reach Outperform Niche Brands

The best part of my job is busting myths! Back in my TV days, the big myth was “TV is dead.” …usually said by someone who then spent 10 minutes telling me about their favourite show 🤷♀️ Just because you’re watching it differently doesn’t mean it’s not telly!) My latest myth-busting mission: “Retail shopping behaviour is fixed, so it's not a place learn or engage with brands.” As someone who loves a supermarket wander, I was delighted to bust this wide open with the brilliant team at MTM and my partner in #marketing Brittany Turner and Stacy Gratz for your leadership   Digging into supermarket shopping mindsets, here’s what we found 👇 🛒 The influence window is wide open Only 1 in 4 products are bought out of habit. The other 76% come from new, lapsed or occasional shoppers. 🔍 Shopping isn't just a list 71% of shoppers enjoy discovering new brands on the shop. 🆕 Newness happens all the time 54% bought at least one new branded item on their last shop. ✨ It’s an experience, not a chore Shoppers are open to inspiration 46% of the time. 🔄 Mindsets shift constantly 78% switch mindsets at least once during the journey, meaning that even the most focused of shopper can be nudged by the right marketing message 📣 Advertising works in the moment Shoppers are most open to inspiration right when they notice advertising (64%)…and again at the exact moment of decision (59%). In short: real-time influence is VERY real and is Tesco Media and Insight Platform heartland.   There’s so much more to unpack, but I’ll leave you with my favourite line from WARC:   “If two-thirds of a brand’s growth potential comes from non-buyers, the 'discovery mindset' is a recruitment opportunity - not just a retention tool.   For marketers, this reframes retail media from a lower-funnel efficiency play into a strategic lever for growth – one that operates alongside, rather than beneath, traditional brand building." #brandbuilding #retailmedia

⭐️ Store visits have impact. I spent time in some of our stores recently talking to staff and it was a strong reminder, that retail doesn’t work without the right people. From a buying perspective, there is no substitute for seeing the products I buy, displayed in our retail stores and then, talking to the people who sell them. ⭐️ Insight matters. When support teams show up in stores, it changes the dynamic. Conversations become more open. Feedback flows more freely. It creates mutual understanding of pressures, priorities and realities. Relationships strengthen and with that comes trust. ⭐️ Trust makes a difference. Retail staff are the people speaking to our customers every day. They hear objections, preferences, frustrations and the wins in real time. That insight is gold (pun perhaps intended). ⭐️ Feedback means something. Strong retail businesses don’t operate in silo’s. They’re built and thrive when departments operate as one team with shared understanding and respect for each other’s expertise. ⭐️ Respect is essential. But my favourite part of the day was helping a couple choose a promise ring!! Seeing them fall in love with something I had bought and our team had presented so well in store, honestly warmed my heart. A true reminder for me why I love what I do because ⭐️ happiness matters ⭐️ #Shiels #ShielsJewellers

Double‑digit growth is absolutely still happening in UK consumer goods, it’s just concentrated. Online grocery, energy & functional drinks, and premium beauty are all outgrowing the wider market, powered by value, wellness and small‑luxury behaviours. It is a great time to be hiring into brands that sit in those sweet spots. 𝗚𝗿𝗼𝗰𝗲𝗿𝘆 & 𝗿𝗲𝘁𝗮𝗶𝗹 𝗯𝗿𝗮𝗻𝗱𝘀 “UK grocery giants see double‑digit online growth as shoppers blend big-basket missions with top‑up convenience.” “Discounters keep winning: value‑led UK grocers extend double‑digit share gains as cost‑of‑living pressures linger.” 𝗕𝗲𝘃𝗲𝗿𝗮𝗴𝗲 𝗮𝗻𝗱 𝗳𝘂𝗻𝗰𝘁𝗶𝗼𝗻𝗮𝗹 𝗱𝗿𝗶𝗻𝗸𝘀 “Energy and functional drinks remain on fire in the UK, posting double‑digit growth as consumers trade up for ‘performance in a can’.” “Non‑alcoholic and low‑alcohol brands continue double‑digit growth in UK retail, fuelled by moderation and wellness trends.” 𝗕𝗲𝗮𝘂𝘁𝘆, 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗰𝗮𝗿𝗲 𝗮𝗻𝗱 𝗵𝗼𝘂𝘀𝗲𝗵𝗼𝗹𝗱 “Premium beauty and skincare outpace the market with double‑digit UK growth as consumers prioritise ‘little luxuries’.” “Eco‑led homecare and refill propositions record double‑digit growth in UK FMCG, showing sustainability can be a commercial growth driver.” If you are a candidate and want to chat through the market in confidence so that you have your finger on the pulse in terms of which businesses are hiring, who is seeing double digit growth and what a possible move could look like then please get in touch. The market is busy yet v.competitive, businesses are hiring at various levels. Messaging, leadership credibility, and the long-term journey of the business are all playing a much bigger role in attracting individuals who can elevate a function rather than simply fill a role. As a business who you then decide to partner with from a recruitment perspective to represent your brand in the market is just as crucial. #talentpool #energy #personalcare #beauty #grocery #retail #functionaldrinks #consumergoods #consumerbrands #drinks #ecommerce TalentPool

Great insight from Harleen Kundhi on where real growth is still happening in UK consumer goods. While the wider narrative can feel cautious, this is a sharp reminder that growth hasn’t gone away, it’s just concentrated in the right categories. From online grocery and functional drinks through to premium beauty and eco-led homecare, these are the areas driving both commercial momentum and hiring activity. Well worth a read for anyone wanting a clear, grounded view of the market right now 👏

The FMCG world I joined a year back is not the same anymore. And honestly… it’s changing faster than any of us expected. On the ground, I see three very clear realities 👇 🛒 Kirana stores are still strong They are the backbone of our business — especially in smaller towns. Trust, credit, and long relationships still matter here. GT is not going anywhere. But growth is slower than before. 🏬 Modern trade is growing fast Supermarkets and chains are expanding in cities. Bigger baskets. More focus on premium products. Everything runs on data — schemes, displays, numbers. Execution here is a different game. 📱 Quick commerce & online are changing habits Customers don’t want to wait anymore. Snacks, daily needs, essentials — they want it now. Apps are becoming shelves. Search results are becoming planograms. What does this mean for people like us in sales? Earlier, we were taught: “Handle your area well.” Today, it’s more like: “Understand your brand across channels.” ❓ Only knowing general trade is no longer enough. ❓ Only knowing modern trade is also not enough. ❓ Ignoring digital? That’s risky. As sales professionals, we now need to: ✅ Understand how different channels make money ✅ Learn basics of data, offtake vs billing, promotions ✅ Think beyond just targets — think consumer behavior ✅ Adapt quickly, because change is not waiting for anyone ✅ Professionals who think category first, not just numbers I’m still learning every day. Making mistakes. Asking questions. Trying to understand how today’s consumer thinks. FMCG is getting tougher — but also more interesting. The future belongs to people who are flexible, curious, and ready to learn across channels. We don’t need to be channel loyal. ▶️ We need to be consumer focused. And that mindset, I believe, will decide who grows in the years ahead. #FMCG #SalesLife #LearningOnGround #ModernTrade #GeneralTrade #QuickCommerce #GrowthMindset

𝗧𝗵𝗲 "𝗕𝗿𝗼𝗸𝗲𝗻 𝗪𝗶𝗻𝗱𝗼𝘄 𝗧𝗵𝗲𝗼𝗿𝘆" 𝗧𝗵𝗮𝘁 𝗖𝗼𝘀𝘁𝘀 𝗦𝘂𝗽𝗲𝗿𝗺𝗮𝗿𝗸𝗲𝘁𝘀 𝗠𝗶𝗹𝗹𝗶𝗼𝗻𝘀 𝗡𝗱𝗼𝗹𝗮, 𝗦𝗮𝘁𝘂𝗿𝗱𝗮𝘆, 𝟵 𝗔𝗠. Supermarket entrance: one smudged door, scattered trolleys, wilted lettuce leaf on the floor. Mum with two kids walks in, scans chaos, grabs only milk, and leaves. 𝗟𝗼𝘀𝘁: 𝗭𝗠𝗪 𝟭,𝟱𝟬𝟬 𝗳𝗮𝗺𝗶𝗹𝘆 𝗯𝗮𝘀𝗸𝗲𝘁. This is "Broken Window Theory" in retail; small signs of neglect scream "bigger problems ahead," killing impulse buys before they start. 𝗧𝗵𝗲 𝗦𝗰𝗶𝗲𝗻𝗰𝗲 (𝗜𝘁'𝘀 𝗥𝗲𝗮𝗹) 𝗛𝗮𝗿𝘃𝗮𝗿𝗱 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗥𝗲𝘃𝗶𝗲𝘄: Clean stores boost basket values 𝟮𝟯% 𝗵𝗶𝗴𝗵𝗲𝗿. Messy ones lose 𝟭𝟳% 𝗿𝗲𝗽𝗲𝗮𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀. The first 30 seconds decide 𝟲𝟴% 𝗼𝗳 𝗽𝘂𝗿𝗰𝗵𝗮𝘀𝗲𝘀. 𝟯 "𝗕𝗿𝗼𝗸𝗲𝗻 𝗪𝗶𝗻𝗱𝗼𝘄" 𝗞𝗶𝗹𝗹𝗲𝗿𝘀 𝗘𝘃𝗲𝗿𝘆 𝗛𝘆𝗽𝗲𝗿𝗺𝗮𝗿𝗸𝗲𝘁 𝗙𝗮𝗰𝗲𝘀 1. 𝗩𝗶𝘀𝘂𝗮𝗹 𝗡𝗼𝗶𝘀𝗲 Cluttered aisles overwhelm brains. Shoppers freeze, buy less. Fix: Maximum 3 products per shelf end. 2. 𝗛𝘆𝗴𝗶𝗲𝗻𝗲 𝗦𝗶𝗴𝗻𝗮𝗹𝘀 Sticky floors, dim lights, dusty shelves. Trust vanishes instantly. Fix: 15-minute daily walk-through checklist. 3. 𝗦𝘁𝗮𝗳𝗳 𝗙𝗶𝗿𝘀𝘁 𝗜𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻𝘀 Uniforms wrinkled, phones out, blank stares. No "welcome!" = no sale. Fix: 2-minute "smile + greet" entry rule. 𝗧𝗵𝗲 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗠𝗮𝘁𝗵 𝗢𝗻𝗲 𝗺𝗲𝘀𝘀𝘆 𝗱𝗮𝘆 = 15% footfall drop. 𝗢𝗻𝗲 𝗺𝗲𝘀𝘀𝘆 𝘄𝗲𝗲𝗸 = ZMW 50,000 leak. 𝗖𝗹𝗲𝗮𝗻 𝗱𝗶𝘀𝗰𝗶𝗽𝗹𝗶𝗻𝗲 = 20% loyalty lift. 𝗖𝗹𝗲𝗮𝗻𝗹𝗶𝗻𝗲𝘀𝘀 𝗶𝘀𝗻'𝘁 𝗵𝗼𝘂𝘀𝗲𝗸𝗲𝗲𝗽𝗶𝗻𝗴. 𝗜𝘁'𝘀 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝗽𝗿𝗼𝘁𝗲𝗰𝘁𝗶𝗼𝗻. 𝗭𝗮𝗺𝗯𝗶𝗮'𝘀 𝗵𝘆𝗽𝗲𝗿𝗺𝗮𝗿𝗸𝗲𝘁𝘀 𝗹𝗶𝘃𝗲 𝗼𝗿 𝗱𝗶𝗲 𝗯𝘆 𝘁𝗵𝗶𝘀. Future Ventures Ltd. (Cheers Hypermarket) runs daily store walks across all 12 locations, small habits building family trust since day one. Clean aisles, warm welcomes, full baskets. What's YOUR store's "broken window"? #BrokenWindowTheory #RetailPsychology #SupermarketStrategy #StoreCleanliness #ZambiaRetail #Loyalty #Zambia #Lusaka

Every January, the global wellness market surges. But by the second week of February, approximately 80% of resolutions have already been dropped. For Create Wellness, the "February Slump" isn't a marketing problem. It's a logistics one. They know that for the "Maximalist" consumer, a delayed shipment interrupts momentum at the exact moment a new habit is forming. A missed shipment is a broken habit. By treating fulfillment as an extension of the product, Create Wellness is rewriting how brands turn January momentum into long-term loyalty. In the business of behavior change, consistency isn’t a KPI. It’s the product. A big thank you to Brian Moran, Caroline Stoddard, and David Massidas at Create Wellness for the incredible partnership. And to Gustavo Auler for his expert hand as their Sr. Merchant Success Manager. Check out the full story on how they protect habits at scale. 👇 (Link in first comment) #CreateWellness #ShipMonk #3PL #WellnessBrands #Ecommerce

From a Marketing Development Representative perspective, this is a powerful reminder that growth doesn’t just come from generating demand—it comes from protecting the customer experience after the initial conversion. When fulfillment, timing, and operational reliability align with customer intent, brands strengthen trust and increase lifetime value. It reinforces the importance of understanding the full customer journey and positioning solutions not just as products, but as enablers of consistency and long-term success.

One of the biggest misconceptions in eCommerce is that fulfillment happens after the customer experience. In reality, fulfillment is the customer experience. Working with partners like Create Wellness has reinforced something I see every day: when a customer commits to improving their health, they’re not just buying a product. They’re starting a habit. And habits are fragile, especially in the early stages. A delayed shipment isn’t just a late delivery. It introduces friction, doubt, and often breaks momentum entirely. The brands that win in today’s wellness economy understand this. They treat logistics as part of the product, not a separate function. Consistency builds trust. Trust builds retention. Retention builds great brands. Proud to be part of the team at ShipMonk helping merchants scale without sacrificing the reliability their customers depend on. Consistency isn’t just an operational goal. It’s a growth strategy.

I want to pose a question, WHY do you choose the brands you choose? Is it because they are reliable? Are they more affordable for you? Or is it because a friend recommended the brand to you? There are so many reasons why we choose specific brands or products and companies know that. I want to share with YOU what I learned about CONSUMER MARKETS and CUSTOMER BEHAVIOR 😄 Within a consumer’s behavior, they go through the BUYER DECISION PROCESS 💰 No matter who you are or what you are buying, you have gone through these steps one way or another. NEED RECOGNITION: when the buyer recognizes a problem or need INFORMATION SEARCH: when a consumer has no satisfying product near at hand EVALUATION OF ALTERNATIVES: how consumers process information to choose among alternative brands PURCHASE DECISION: The buyer’s decision on which brand to purchase POST-PURCHASE BEHAVIOR: The satisfaction or dissatisfaction of the consumer After watching the documentary "The Cola Wars". I realized just how important and crucial it is to differentiate your product in the market. The brand does as MUCH as they can to influence you in any way shape or form so that you become influenced to choose their product. For example, companies know that we need to eat and that we are susceptible to snacking, SO companies address these desires BY promoting snacks that LOOK, TASTE, and SMELL delicious 😋 These attributes of their products not only have to give a great first impression to the consumer, it has to be better than their competition. When products are so similar, consumers tend to compare prices at first. This is one of the VERY first things that consumers see from a product and if it's cheaper and not too different from another product, they would go with that option. Also, consumers can make decisions based on variety within a product. The more variety, the more a chance consumers can identify something that they personally like. We also see that influence from social networks can greatly affect the decision consumers make. Whether it be from family, friends, or co-workers, this can be a great way to gain the influence of consumers. 🤯 These are just a FEW things to notice when being a consumer. So, next time you go to a grocery store, notice what YOU BUY and WHY YOU BUY it, you may be surprised at some of those reasons 😉 #byuhawaii #byuh #marketing #business #knowledge #consumers Tserennyam Sukhbaatar Mei-Li Hannig