2. 1. What is Shopper Marketing?
Shopper marketing is NOT consumer marketing.
A l t h o u g h i t m a y i n f l u e n c e c o n s u m e r s , i t ’s d e v e l o p e d f o r t h e s h o p p e r.
What’s the difference you ask?
• The consumer is the using one
They use/experience the product even though they may not
be the one actually shopping or purchasing the item.
• The shopper is the buying one
They might be the consumer in a buying mode, or they might
not – just buy, not consume the product at all. They’re the
one who make decision at the point of purchase.
FIRST
3. 1. What is Shopper Marketing?
• According to Wikipedia: “Shopper Marketing is the understanding how
one's target consumers behave as shoppers, in different channels and
formats, and leveraging this intelligence to the benefit of all
stakeholders, defined as brands, consumers, retailers and shoppers.“
• It uses Marketing mix & shopper insights to engage the shopper at the
point of purchase (moment of truth).
Shopper Marketing is the systematic creation and application of elements of the MKT mix (Product, Price,
Promotion, Place) which are based on the deep understanding of how shoppers behave in different channels and
formats to affect positive change in shopper behavior in order to benefit the brands, retailers and shoppers.
DEFINITION
4. a. Brief
Dove of Unilever VN will cooperate with Coop Mart to conduct a hair contest “Tóc đẹp từ nhà
ra phố”, including POSM, activation at supermarkets and event, in order to drive consumption
of Dove, as well as other personal care products of Unilever.
b. Insight
Consumers of Dove, female aged 18-45, would like to take part in an interesting competition
but rules must be easy to attend as they do not want to invest time in it. Also, some instant
benefits like discount or small gifts at the promotion counter will give extra positive affects.
>>> The idea: Push sales by traditional promotion (discount and exchange bills to receive gifts)
but execute in an easy-to-join-in interesting contest.
c. Activities
1. Core activity – Hair contest “Tóc đẹp từ nhà ra phố”.
The contest has been held from the beginning of Jul to mid-Aug, 2014. Its target is female aged
18-45 nationwide, who are hair care- conscious and already are Dove users. The contest is
place where they can share their hair care experience and show the world their hair beauty.
One of the criteria to join the contest is has the bill buying any Unilever personal care products
of more than 150.000 VND in total.
2. Example
DOVE PERSONAL CARE PROMOTION AT NGUYEN KIEM COOP
5. Activation at POP (Coop Mart Nguyen Kiem in particular)
a. POSM: Large banner about the contest is hanged at the outside of
supermarket, while standees are scatter placed from parking lot to the
main gate. Leaflets are also distributed at the main door.
In line, Unilever personal care products are displayed in the same area
which shoppers find it easily to be exposed with all the products at the
same time. In addition, stand-in-line PG/counselor from Unilever will
introduce about the products, give advice and promote the contest.
b. Activation: Booth in supermarket to do the make-up and photo
shoot at site for TA who wants to join in the contest. This is also give-
away gifts counter where TA exchanges bill of 150.000 VND personal
care product to attend a mini lucky draw, receive instant tangible gifts.
c. Event: An offline event – Final Gala Ceremony will put an end to the
contest and summer promotion of Unilever, also give food for PR and
online activities.
Online: FB fanpage, online news, hotline,… are accompanying with the
whole contest.
2. Example
DOVE PERSONAL CARE PROMOTION AT NGUYEN KIEM COOP
6. a. Brief/ Challenge
Gintell wants to do promotion for their massage chair products. For this complicated and
multi-functional products, POPs require an handy counselor or seller to introduce about the
products, let them test the products and give purchase advice. But people frequently finds it
quite annoying because of long tiring speech from the sellers.
b. Insight
TA (urban officers, aged 22- 40, class AB+) don’t want to hear introduction from the seller as
they consider it kind of wasting time to hear such flowery words about products. They wants
to freely experience the products on their own instead of at stores with over-enthusiastic
sellers. Also, they finds it a little awkward if after such a passionate support from sellers, they
don’t purchase.
>>> The idea: Like a activation booth, they created a Rest n Go Station at BHD building where
they can enjoy the massage chairs on their own. It gives TA a space to experience the
products, also hit the right “moment of truth” of them when they are tired and enduring
headaches, shoulder-aches, backaches,… due to long time sitting in the office.
c. Activities
Rest n Go Station
Input 10.000/ 20.000/ 50.000 VND, you will have 8/ 16/ 40 minute enjoy the massage chair
which helps you defeat all the body aches and free your mind. Fast, convenient and practical.
2. Example
GINTELL REST N GO STATION AT BITEXCO BUILDING
