The transformation in shopping behaviour over the last decade has been phenomenal, both globally and here in Ireland. The growth in discounter stores, the recessionary mindset, online shopping, digital and social media growth has all led to a much more fragmented approach to shopping in terms of what, where, when, how and why they buy. This in turn creates a huge challenge for brands – how to drive shopper engagement?
Shopper engagement requires integrated insight
To really get traction in today’s market the insight and understanding has to be three ways – Consumer, Shopper and Channel. Insights will not be found solely in focus groups. New methodologies are required to understand shopper behaviour in the shopping environment, along with understanding the perceptions and needs of the key influencers in relevant shopping channels. Only with this insight can marketers hope to drive better shopper engagement.
Shopper engagement requires focus
Shopper engagement requires focus. Channels which are most relevant to our target shoppers, and can best grow sales should be prioritised. Considering the proliferation of channels we cannot win with everyone, everywhere. So ensuring there is focus will optimise return on investment from shopper engagement activities.
Shopper engagement requires collaboration
Once prioritisation is established, more collaborative marketing is needed to deliver great shopper engagement activities in the store. The days of writing the strategy, building the plan and briefing a few agency partners is futile in the new fragmented market. Working as a joint unit of supplier, retailer and agency is necessary to unlock how our brands can engage the shopper at the point of sale. While collaboration can be quite an onerous task at times, this effort pays back significantly in terms of optmising marketing and sales effectiveness.
Shopper engagement requires new skills
The skillsets needed to make shopper engagement happen are also evolving. Robust marketing skills are still needed but the teams who make it happen must also be significantly influential; creative plus analytical, strategic plus tactical, understand the retail environment and above all have an unbreakable level of perseverance to get the end result of sales growth. If you’d like to learn more about shopper engagement, shopper marketing, or how to drive better return on investment from marketing, subscribe to this blog, or get in touch.