How shopper marketing works

Integrated shopper marketing begins by understanding what opportunities exist to drive consumption of a brand; identifies the shoppers and the shopping behavior required to fuel consumption; analyzes in which retail environments that behavior could be created and what in-store marketing mix is required to create it. At this point investment decisions can be made which will maximize sales and profitability.

The start point for all shopper marketing activities is an understanding of consumption. A clear understanding of what opportunities exist to drive greater consumption ensures that efforts to influence shopper behavior help realize these opportunities and are aligned with consumer marketing. Check out Purchase Activation™ a purpose built toolkit specifically designed to support these activities.

For each consumption opportunity, define who the target shopper is, understand their current behavior and clearly articulate the desired changes in this behavior. Use this to segment shoppers. This insight can be gained by bespoke shopper research.

Identifying the outlets where target shoppers’ behavior can be changed to allow a re-segmentation of outlets into meaningful channels. These can then be prioritized based on their value to the company.

Within priority channels an in-store marketing mix is created. Shopper insight is used to identify what mix of availability, offer and communication is most likely to create the desired behavioral change in target shopper groups.

Understanding the value of changing shopper behavior focuses the dialogue between manufacturer and retailer and enables both to make investment decisions more transparently.

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