Shopper Marketing
Shoppers today are influenced by a complex network of players,
shaping their opinion, needs and purchase behaviour. 3,000
marketing messages a day reach the average consumer. Over 20,000
SKUs await shoppers in the supermarket. The choice can be
overwhelming, confusing, tiring almost. At the same time, the
economic downturn is changing purchase and consumption habits.
There is a decline in loyalty to brands amongst consumers and a
challenge to deliver value at all stages of the chain.
It is no longer a case of implementing traditional consumer
marketing outside the store and trade promotions initiatives inside
the store. The messages communicated need to be compelling and
consistent both outside the store and in the store throughout the
shopping journey.
Both retailers and manufacturers are increasingly realising the
store's potential as a marketing medium and are now targeting
shoppers through more shopper-centric approaches, commonly called
Shopper Marketing. Shopper marketing moves beyond traditional
marketing and trade promotions to understand and engage the shopper
and ultimately deliver an enhanced shopping experience.
For further information, download our report '
Providing a 360º view of your shoppers and
consumers'.
The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.
