This document discusses shopper marketing and provides an overview of key concepts. It defines shopper marketing as using insights to satisfy shoppers' needs, enhance their shopping experience, and improve brand equity for retailers and manufacturers. The goal is to turn shoppers into buyers. It explains that shopper marketing has become more important due to factors like increased choice, retailer power, and shopper confusion. The document also outlines differences between consumer and shopper marketing, common shopping barriers, and provides a six-step process for an effective shopper marketing strategy.
Brands cannot succeed at traditional trade without engaging the shopkeepers who control almost every aspect of it. We present a framework for understanding the motivations of traditional trade’s gatekeepers – and influencing their decisions.
Brands cannot succeed at traditional trade without engaging the shopkeepers who control almost every aspect of it. We present a framework for understanding the motivations of traditional trade’s gatekeepers – and influencing their decisions.
Slide team presents you E Retail Management PowerPoint Presentation Slides. This exclusive business to consumer PowerPoint complete deck contains content ready slides such as types of retail formats, key drivers of retail growth, retail global trends, role of information technology in retail, types of retail applications, understanding retail customers, future trends in multi-channel retailing, retail management and competition, classification target audience, retail sales by product category, pricing strategies, global market segmentation strategy, retail location analysis, human resource management, retail store organizational structure, information system and supply change management, promotion and marketing communication, retail sales promotional mix elements, sales promotion in retail, customer loyalty programme options, merchandise management, merchandise buying decision process, ways to manage retail pricing, retail pricing strategy, inventory management control, retail management challenges, inventory management framework, inventory control sheet, retail management challenges, retail KPI metrics, etc. Download merchandise management PPT visuals to showcase ways to manage a retail business.
I travelled to Ireland last week to speak at the Shopper Marketing Conference 2013 about some of the key themes held in “The Shopper Marketing Revolution” Here is the deck from the day and if you haven't got your copy yet, what are you waiting for? http://sqz.co/s7J2EeK
Slide team presents you E Retail Management PowerPoint Presentation Slides. This exclusive business to consumer PowerPoint complete deck contains content ready slides such as types of retail formats, key drivers of retail growth, retail global trends, role of information technology in retail, types of retail applications, understanding retail customers, future trends in multi-channel retailing, retail management and competition, classification target audience, retail sales by product category, pricing strategies, global market segmentation strategy, retail location analysis, human resource management, retail store organizational structure, information system and supply change management, promotion and marketing communication, retail sales promotional mix elements, sales promotion in retail, customer loyalty programme options, merchandise management, merchandise buying decision process, ways to manage retail pricing, retail pricing strategy, inventory management control, retail management challenges, inventory management framework, inventory control sheet, retail management challenges, retail KPI metrics, etc. Download merchandise management PPT visuals to showcase ways to manage a retail business.
I travelled to Ireland last week to speak at the Shopper Marketing Conference 2013 about some of the key themes held in “The Shopper Marketing Revolution” Here is the deck from the day and if you haven't got your copy yet, what are you waiting for? http://sqz.co/s7J2EeK
Settimo appuntamento di Exhibitionist, incontri tra innovatori di fiere ed eventi. Protagonista Richard Winter, presidente POPAI. Experience design: dal retail alle fiere
We give our analysis of non-price promo activities in Russian retail over the period of 3 years (2014-2017). At the end offer a tool to increase efficiency and customers' engagement.
To appreciate the context of entrepreneurial marketing as distinct to traditional marketing
To examine the entrepreneurial marketing concept – philosophy and consumer orientation
To establish the areas vital to a marketing plan
To establish the concept and need for customer segmentation
To identify the key elements of an effective market survey
To outline the processes and entrepreneurial tactics in marketing esearch
To examine marketing on the internet and the emerging use of social media and mobile marketing for entrepreneurial firms
To differentiate green marketing from traditional marketing practice
To discuss the key features of a pricing strategy and how customisation influences the perception of price by the customer
Anuga lecture was held in Anuga Food Tech-2015. Crash Course Shopper Marketing. Martin Moström, Strategic Advisor Shopper Marketing, Retail House - Stockholm
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
Radius shopper marketing - the full storyJohn Storey
1. What is shopper marketing all about?
2. The retailer
3. Shopper Vs. Consumer
4.1. Shopper ergonomics
4.2. Shopper behaviour
5. Great shopper marketing
6. Shopper research
Passport to Marketing: Passport to ResearchBrand Camp
"Passport to Marketing", series chia sẻ từ những người dẫn đường kinh nghiệm, sẽ là "giấy thông hành" giúp bạn sải bước tự tin vào thế giới Marketing đầy màu sắc, với những hiểu biết nền tảng và định hướng nghề nghiệp rõ ràng về nơi bạn muốn đến.
Đến với "Passport to Market Research", bạn sẽ tìm hiểu về lĩnh vực nghiên cứu thị trường với những trọng tâm:
Khái quát về Agency Nghiên cứu Thị trường
- Vai trò của Nghiên cứu thị trường
- Các dạng Nghiên cứu Thị trường phổ biến
- Quy trình thực hiện một Nghiên cứu thị trường
- Con đường nghề nghiệp
- Tố chất và Kỹ năng để thành công
Tìm hiểu 5 báo cáo Nghiên cứu Thị trường phổ biến?
- Campaign Monitoring: Đánh giá hiệu quả chiến dịch
- Brand Health Tracking: Đo lường sức khỏe thương hiệu
- Retailer Audit: Báo cáo Bán lẻ
- Consumer Panel: Báo cáo Hành vi tiêu dùng
- Ad-hoc Research: Product / TVC / Concept Test
- Phân biệt các phương pháp Nghiên cứu Định lượng và Định tính
Passport to Marketing: Passport to TradeBrand Camp
"Passport to Marketing", series chia sẻ từ những người dẫn đường kinh nghiệm, sẽ là "giấy thông hành" giúp bạn sải bước tự tin vào thế giới Marketing đầy màu sắc, với những hiểu biết nền tảng và định hướng nghề nghiệp rõ ràng về nơi bạn muốn đến.
"Passport to Trade Marketing" sẽ giúp bạn tìm hiểu những khái niệm về Trade Marketing với các trọng tâm như:
Khái quát về Trade Marketing
- Tầm quan trọng của Trade Marketing
- Khái niệm, định nghĩa, vai trò
- Các đối tượng của Trade Marketing: Khách hàng (Customers) và Người mua hàng (Shoppers)
- Phân biệt Người tiêu dùng (Consumers) và Người mua hàng (Shoppers)
Nhiệm vụ 4C của Trade Marketing là gì? Con đường nghề nghiệp ra sao?
- C1 - Customer Development: Phát triển Mạng lưới phân phối
- C2 - Category Development: Phát triển Ngành hàng
- C3 - Consumer & Shopper Engagement: Marketing tại Điểm bán
- C4 - Company Engagement: Kích hoạt đội ngũ Sales
- Con đường nghề nghiệp & Tố chất của người làm Trade Marketing
Passport to Marketing: Passport to ClientBrand Camp
"Passport to Marketing", series chia sẻ từ những người dẫn đường kinh nghiệm, sẽ là "giấy thông hành" giúp bạn sải bước tự tin vào thế giới Marketing đầy màu sắc, với những hiểu biết nền tảng và định hướng nghề nghiệp rõ ràng về nơi bạn muốn đến.
"Passport to Client" sẽ dẫn lối bạn vào thế giới marketing dưới khía cạnh client với các trọng tâm:
Làm Marketing là làm gì?
- Hoạch định chiến lược Thương hiệu: Brand Positioning & - - - - Brand Architecture
- Lên kế hoạch và Thực thi Marketing: Brand Vision Plan, Brand - Marketing Plan và Mô hình 6P
- 7 nhiệm vụ của Brand Team
Làm Marketing là làm với ai? Cần chuẩn bị những tố chất và kỹ năng gì?
- Bên trong: Quản lý các phòng ban
- Bên ngoài: Truyền cảm hứng cho agency
- Con đường nghề nghiệp Marketing @ Client
- Tố chất và Kỹ năng để thành công
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
2. Presentation1
Agenda
1. Definition of shopper marketing
2. Why is shopper marketing that important?
3. Differences with consumer marketing
4. Overcome shopping barriers
5. How to deal with Shopper marketing?
6. Some important trends
2
3. Presentation1
What is shopper marketing?
3
“Shopper Marketing is the use of insights-driven marketing
and merchandising initiatives to satisfy the needs of targeted
shoppers, enhance the shopping experience and improve
brand equity for retailers and manufacturers.
The ultimate goal is to improve business results for all parties
involved.”
Turn shoppers into buyers!
4. Presentation1
The Evolution towards Shopper Marketing
The big waves in retail Marketing
A natural progression dictated by seismic changes in :
• Consumer/Shopper Behavior
• Mass Communication
• Retail landscape
• Technological innovation
4
1975
1985
1989
1995
2000
Today
Scanning
Space
Management
Category
Management
ECR Category
Management
Best Practices
Next Generation
Store Designs
Shopper
Marketing
5. Presentation1
Agenda
1. Definition of shopper marketing
2. Why is shopper marketing that important?
3. Differences with consumer marketing
4. Overcome shopping barriers
5. How to deal with Shopper marketing?
6. Some important trends
5
6. Presentation1
2. Why shopper marketing is that important.
Question?
6
What is the biggest brand
for orange juice?
7. Presentation1
2. Why shopper marketing is that important.
Question?
7
What do you do when
Duracell batteries are
out of stock at Carrefour?
8. Presentation1
2. Why shopper marketing is that important.
8
On the product/brand level:
• 3000 marketing messages/day
• > 30.000 product introductions in 1 year (average)
• 130.000 sales promotions in supermarkets in 2012
(decrease of 1.5 %)
9. Presentation1
2. Why shopper marketing is that important.
9
On the retail side:
• Convenience: number of retail channels doubled in 50 years
• Choice is unlimited: f.i. Carrefour Planet stocks > 30.000 products
• Strong retail brands (housebrands)
• Delhaize = quality, Colruyt = sustainability, Carrefour = choice
• Success of hard discounters even increases
• More and more concept stores/pop-up stores
• Online shops are uncountable
10. Presentation1 10
The retailer is part of game!
DELHAIZE
ALDI/LIDL
COLRUYT
Open to
Control
Perspective “me/us” Perspective “others”
Consumption society
Temptation
CARREFOUR
CORA
The world at my feet
Enjoying quality in food
Massclusivity Rational & Ethical
Efficiency
Basic Needs
Strong brands!
Own client strategy!
Own positioning!
11. Presentation1
The retailer is in the game!
11
Shopper
Retailer/
dealer
brands
Physical/virtual/digital
environment
Competitive environment
12. Presentation1
2. Why shopper marketing is that important.
12
On the consumer side:
68% brand switchers
5% loyal to a brand (devided loyalty)
73% shops with 5 different retailers
26% is loyal to a retailer
Seeks for experience and authenticity
14. Presentation1
Agenda
1. Definition of shopper marketing
2. Why is shopper marketing that important?
3. Differences with consumer marketing
4. Overcome shopping barriers
5. How to deal with Shopper marketing?
6. Some important trends
14
17. Presentation1
3. Shoppers are not customers! And vice versa.
17
Customer marketing
• Who is the consumer?
• Where does he use my product?
• When does he use my product?
• How does he use my product and
why?
• How can I increase the use of my
product?
SECOND MOT (moment of truth)
Shopper marketing
• Who does the shopping?
• Where does he do the shopping?
• When and how?
• Why does he buy this product or
brand?
• How can I make the shopper buy
MY brand?
FIRST MO (moment of truth)
80% OF THE BUYING DECISION HAPPENS INSTORE!
18. Presentation1
Shoppers are influenced in- and outside the physical/ virtual
store:
18
Outside the store
• Demographics
• Psychological element
• Family issues
• Personal issues
• Consumer advertising
Inside the store
• Retail circumstances
• Mindset
• Time & budget pressure
• Discovery
• Senses
SHOPPER
MARKETING
19. Presentation1
Shopping segments
19
Lot of time
Like to shop
Fun shopping
Impulse shopping
Shopping list
High spending
Less time
Hates (daily) shopping
Run shopping
Comparison shopping
No shopping list
Low spending
Remark: most of the shoppers are “multi- vidual”
SavetimeSpendtime
Save money Spend money
Comparison
shopping
Fun
shopping
Discount
shopping
Convenience
shopping
20. Presentation1
Shopper research:
Understand how shoppers think, plan, decide,
20
• Focus Groups
• Shopalongs
• In-store Shopper Groups
• Subject Matter Expert Interviews
• Ethnographic research
• Online and Traditional Surveys
• Advanced quantitative analytics
• Geographic data mapping
• Secondary subscription databases
A good fragrance increases
sales with15%
21. Presentation1
Agenda
1. Definition of shopper marketing
2. Why is shopper marketing that important?
3. Differences with consumer marketing
4. Overcome shopping barriers
5. How to deal with Shopper marketing?
6. Some important trends
21
22. Presentation1
What is a shopping barrier?
22
• De-selection Barriers
• Ones that cause a brand to be “ruled out” on a cursory overview of the
category
• Selection Barriers
• Barriers that prevent a brand to be chosen upon closer consideration
A barrier is an element of the product offering or the retail
environment that prevents a shopper from buying a brand
23. Presentation1
Shopper marketing is about overcome shopping barriers
23
Prevent Selection
1. Unconvincing Benefit; Performance Uncertainty
2. Choice Confusion
3. Usage Uncertainty
4. Poor Value
5. High threshold to close the deal
De-Selection
1. Perceived lack of need
2. Low brand line-up or awareness
3. Lack of “shelf pop”
4. Habit change
24. Presentation1
Perceived lack of need
24
Heard of your brand, but does not want or need it now.
Bring the consumer to the point of wanting your
product now!
25. Presentation1
Low brand line-up or awareness
25
Not aware of anything beyond what I typically buy.
Help the Shopper find something that best
meets her needs!
26. Presentation1
Lack of Shelf Pop
26
Brand isn’t on radar screen when shopping.
Make sure the Shopper doesn’t overlook your brand,
particularly at shelf.
32. Presentation1
High threshold to close the deal
Websites are not user friendly for chosing products, nor paying products
• navigation unclear
• Offer not detailed, visual, ... enough
• Technical issues
• Too many thresholds (passwords, data, ...)
• Feeling of unsecurity
• High cost for delivery
• No sufficient distribution for delivery
32
Control, test, measure online shopping
experience (drop out …..)
33. Presentation1
Conclusion on Shopper barriers
33
• Shoppers buy advantages
• Shoppers like change (f.i. in retail)
SAINE COMMON SENSE !
OBSERVATION!
• Selective perception: get seen!
• Volume presentation works!
• Influence key points in the shop:
o “star” offers
o Reduced availability
o Compare 3 products instead of 2
• Less is more!
34. Presentation1
Conclusion on Shopper barriers
34
1. Define the shopper barriers
2. Make a selection (1 – 2, KISS)
3. Define your shopper marketing execution plan
35. Presentation1
Agenda
1. Definition of shopper marketing
2. Why is shopper marketing that important?
3. Differences with consumer marketing
4. Overcome shopping barriers
5. How to deal with Shopper marketing?
6. Some important trends
35
36. Presentation1
6 steps, all linked with each other, towards an effective
Shopping Marketing Strategy
Phase 1: Collect information & gain insights
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Get to
know
yourself
Get to
know
your
retailer
Get to
know your
shopper
Define
Shopper
Marketing
Strategy
Execute
&
Measure
Get to know your market
1 3
2
4
5 6
37. Presentation1
7 theories of Shopper psychology
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1. Shoppers have a limited ability to focus
2. Shoppers shop with their peripheral vision
3. Entry to the category is via Signpost Brands
4. De-selection before selection
5. Shopping mirrors usage habits
6. Discontinuity creates triggers in-store
38. Presentation1
Phase 2: Strategy Definition, Execution & Measurement
51
Get to
know
yourself
Get to
know
your
retailer
Get to
know your
shopper
Define
Shopper
Marketing
Strategy
Execute
&
Measure
Get to know your market
1 3
2
4
5 6
39. Presentation1
Some basic principles
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Shopper marketing fits into the complete marketing mix & -plan
• Never forget about the Brand Equity
• Define the main shopping barriers and keep it simple
• Shopper marketing is about immediate effect
• Shopper marketing messages are direct and give the answer to “Why should I buy,
here and now”.
• Although FMOT marketing seems pragmatic, emotions play an important role
Product Price Place Promotion
Packaging Coupons Category mgm Sampling
Claim Reduction Retailer equity POS
Language Volume actions Experience
(sensorial)
Loyalty
… … … …
42. Presentation1
Agenda
1. Definition of shopper marketing
2. Why is shopper marketing that important?
3. Differences with consumer marketing
4. Overcome shopping barriers
5. How to deal with Shopper marketing?
6. Some important trends
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44. Presentation1
6. Most important shopper marketing trends
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* Carre Associates Shopper Reseach 2010
• The consumers get smarter & seek for relevance*
• Shopper marketing moves between smart shopping and pleasure shopper
• Digital evolution can cause shopper revolution
• Shopper marketing is more & more sensorial
• Multi channeling has become common sense
47. Presentation1
Digital evolution can cause shopper revolution
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• Pre-sales (stock check, choice)
• On point of sales (price comparison, info, payment via mobile)
• Location marketing (offer based on location)
• QR Code
• Augmented reality
49. Presentation1
Multi channeling has become common sense
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• 86% of consumers use several channels at once
• Online offline :
• eBay, Google & Amazon
• New buzzwords:
o ROPO(Research Online Purchase Offline)
o Phygital (combination of the physical and digital worlds)
o Channel integration
o Multi-screen
50. Presentation1
Innovative companies that change the world of shopping
Hointer: takes humans out of the shop
Zara: includes stocking light and replenising with totally
new products
Selfridges: combining pop-up shops with art
Augment: is trailblazing in simulated reality, a necessity
in today's world of e-commerce.
STORY: is a retail space that completely changes every
four to eight weeks and gives e-commerce sites like
Birchbox a physical store
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51. Presentation1
Innovative companies that change the world of shopping
Storenvy: allows independent vendors to open and customize their own virtual
shops
Threadless: is an apparel company that lets artists submit designs for t-shirts,
housewares and more. The designs with the most votes become available for
purchase.
Amazon continues to be the leader in e-commerce, including much more
categories
Fab is the "Ikea Of Fashion.“
Zappos builds customer relationships like no other.
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