What Is Shopper Marketing?

Shopper marketing is a collection of strategies designed to attract and influence shoppers: not only to improve the retail experience, but to persuade shoppers to buy more products and visit the store more often. Once a consumer walks into a store, he / she becomes a shopper, and may be influenced by a series of carefully designed strategies, from store-to-store and display all the way to sample display stations and stacks. Ultimately, the measure of a shopper's marketing success is the ability to turn attracted shoppers into regular patrons.

Shopper marketing

Many universities in China have established marketing majors, but retail management and shopper marketing are relatively lacking. Only the MBA program jointly offered by the University of International Business and Economics and the French Institute of Business Administration is the first retail management course in the country. The teaching tasks are jointly completed by Chinese and French teachers. Due to the participation of foreign teachers, students are required to have good English listening, speaking, reading and writing skills, and be able to adapt to the English teaching environment. The training period is 18 months. The price is around 120,000.

On the foreign side, it is relatively mature in terms of retail management and shopper marketing. Northwestern, IIT, Clark, Loyola, Emerson, Cincinnati and other schools have related courses, which belong to one of the branches of integrated marketing communication. These courses focus on enabling companies to deliver unified information to consumers, focusing on resource integration, customer value, and media PR content.

This course is a graduate level course. The course covers the concept of Shopper Marketing, which aims to make a deal. Through in-depth study of the purchase behavior of shoppers in physical or virtual retail channels, the quality of customer experience is improved, and the retail terminal is promoted from a single sales function to a business win Strategic weapon. This course is suitable for senior marketing executives or suppliers of traditional or emerging retail industry. It helps them to integrate the knowledge of different areas under the premise of managing the entire experience of shoppers, and promotes the establishment of truly customer-oriented businesses. The innovative channel system gives enterprises a competitive advantage that is difficult to replicate.

Shopper marketing has become an increasingly popular theme in retail and consumer goods companies, and has shifted from a tactical function to a strategic growth tool. What exactly is shopper marketing? It is a collection of strategies designed to attract and influence shoppers: not only to improve the retail experience, but to persuade shoppers to buy more products and visit the store more often. Once a consumer walks into a store, he / she becomes a shopper, and may be influenced by a series of carefully designed strategies, from store-to-store and display all the way to sample display stations and stacks. Ultimately, the measure of a shopper's marketing success is the ability to turn attracted shoppers into regular patrons.

Although many consumer goods companies have adopted this strategy, only a few companies claim to have successfully launched the shopper marketing engine. To unleash the power of the engine, it is necessary to inject shopper insights and a high degree of connection between sales and marketing, so that consumer goods companies can achieve targeted and optimal in-store brand activation. Developing such an internal engine will change the way consumer goods companies think and act in the retail environment.

in Asia,

"Shopper Marketing: How to Turn In-Shop Shopper into Actual Buyer" is compiled by two admirable industry experts, collecting the research results of 37 top experts in the world, showing readers how to benefit from shopper marketing , Put forward a lot of practical suggestions from the needs and trends of shopper marketing, retail environment, effective packaging, etc., is a must-read for all marketing, sales, advertising and retail practitioners. ^[1]

The goal of shopper marketing is to turn shoppers into actual buyers. From the perspective of development trends, shopper marketing has become a hot new field of marketing research in the world. According to professional surveys, in 2010, the global marketing industry's research investment in the field of shopper marketing increased by 21%, ranking first, and its investment growth was significantly faster than the Internet advertising field that we are familiar with. From the shopper entering the store to the consumer experience, from the promotion to the product display, packaging, design, etc., shopper marketing targets all aspects of shoppers' attention. A study by Deloitte (DTT), one of the world's four largest accounting firms, has shown that spending on shopper marketing research has doubled since 2004. Procter & Gamble invests $ 500 million annually in shopper marketing research projects; Microsoft, IBM, Coca-Cola, and Nestle each have their own expensive shopper marketing research topics. According to market research, there are many factors that can influence shoppers' purchasing decisions in stores, because at least 70% of brand choices are made in stores; 68% of shoppers do not plan to buy; only 5% Shoppers are very loyal to a brand's products. ^[2]

Markus Stahlberg and Ville Maila are respectively the CEO and planning director of Phenomena Group Ltd, Europe's first shopper marketing agency.

Foreword

Part One Definition : What is Shopper Marketing?

1. Shopping 1

2. A little thought on shopper marketing 5

3. Shopper Marketing: Discipline, Method 9

4. Seven Steps to Improve Shopper Marketing Efficiency 17

5. Guide shoppers to participate in classified management 23

6. Shoppers' Irregularities 28

7.Home is the best place in the world for shoppers 34

8. Megatrends for Shoppers: Health and the Environment 39

9. Understand the complexity of shoppers' decisions 44

10. Three Shopping Currency 49

11. Make Your Brand Part of a Shopper's Solution 65

Part Two Strategy : How to Implement Shopper Marketing

12. Connect, Attract, and Stimulate Shoppers 71

13. Follow the Shopper: Future Retail 78

14. Retail Media: A Catalyst for Shopper Marketing 84

15. Comprehensive Communication Plan for Shopper Marketing 89

16. Conversion Models for Shopper Research 96

17. In-store measurement of shopper marketing optimization effects 101

18. Lost Connections: Turning Shoppers' Insights into Action 107

19. Capitalize on shopper's unmet needs 113

20. Ecosystem that fosters loyalty in the shopper environment 120

21. Overcoming Common Mistakes in Shopper-Centric Retail Activities 124

22. Touch the Elephant 129

23. Think of Shopper Marketing as an Important Part of a Retailer Partnership 137

24. Cooperate with each other to ensure the smooth implementation of shopper marketing 143

25. Incorporate Shoppers into Your Marketing Strategy 147

Part III Implementation: The Role of Shopper Marketing

26. Enhancing Shopper Marketing Profitability Through Innovative Promotions 167

27. Nestle Russia, Russia 172

28. Emotional Awareness in Shopper Marketing 178