Shopper marketing

The consumer goods industry is going through a revolution in the way it thinks about marketing brands – a shopper marketing revolution. Manufacturers, retailers and agencies are beginning to realize that shopper marketing is not just a new buzz word, it is a profound change in the way companies market their brands.

Successful shopper marketing

The most successful CPG companies are discovering the power of shopper marketing and using it to drive results.

Creating new insight into how shopper behavior can be influenced.
Integrating shopper marketing into marketing sales strategies and activities.
Changing the organization to allow people to focus on where value can be created.
Developing new capabilities across marketing, trade marketing, customer management and sales.
Planning an evolution knowing where and when shopper marketing adds most value.

What is shopper marketing?

“Shopper marketing is the systematic application of elements of a marketing mix to affect positive change in shopper behavior and drive consumption of a brand”.

Shopper marketing is the extension of marketing from its traditional consumer focus to encompass influencing the behavior of shoppers. Shopper marketing extends way beyond in-store media and mystery shopping to a whole new methodology of integrating marketing activities to drive results.

Why shopper marketing?

Traditional consumer marketing is no longer effective on its own; even the best brands, with the highest awareness, sometimes struggle to deliver growth. Nearly thirty years of trade marketing and category management has increased the cost of marketing in-store but not its efficiency. Driving future profitable growth requires a more effective approach. Research shows that firms which integrate shopper insight and shopper marketing into their business operations and see greater growth and better return on investment than their peers.

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