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What is a shopper agency big idea?
Honestly, on a former client, the shopper team was consistently bringing the best ideas. The client even went with a bunch of them. They weren't TVCs, but they were really smart ideas.
Mentor
I’m asking from true curiosity not snark because I’m fascinated by parts of the industry I’m not familiar with. What are ideas that shopper agencies pitch? Can you give me a standard idea vs shopper agency idea? Genuinely curious. Thank you.
Mentor
Cool. Interesting. Thanks for sharing. Retail and instore needs to catch up if they’re going to survive. I think showing conceptual ideas is even more important now. How to get people to your store to spend money seems like a necessary practice if we’re ever going to have thriving retail business areas again. In NY, for example, reopening stores in Soho and 5th Ave or any area where we love to window shop or go to buy things in person will rely on interesting ways to restore confidence and excitement about heading into public places.
I think these strategies will be especially important because in another 6 months we are all going to be desperate for the experience of shopping in our favorite neighborhoods again.
I always thought Uniqlo, Supreme, Kith etc have come up with great concepts about driving foot traffic and hype. Plus I always loved the way it felt to shop in Neiman or Barney’s even if I couldn’t always afford to buy the stuff. I would head to Neiman’s when I wanted a splurge item for the simple fact that the instore experience was amazing.
I’ve worked Shopper. “Big ideas” don’t exist because of its purpose within in the industry. The sad truth is you’re there to move products, plain and simple. A coupon does that much more effectively than whatever witty headline you put on a random shelf strip that’s only in store for two weeks. Your clients don’t care about conceptual thinking because shoppers don’t. Even the big awards in Shopper are based around sales, not creativity.
When I came to that realization my experience was much less stressful. If you want to do work with more value, get out of Shopper ASAP.