2. Definition
Shopper Marketing is the use of insights – driven marketing and merchandising
initiatives to satisfy targeted customer needs, enhance the shopping
experience, and optimize business results for retailers and suppliers.
4. Why Shopper marketing so important ?
If products are not purchased, nothing else matters.
The best marketing and advertising campaigns in the planet fail if
products stay on the shelf, and the one making the difference is the
shopper.
As the quote that probably inspired so many changes says “shoppers
are making an overwhelming number (76%)
of their purchasing decisions in-store”.
Once inside the stores, people should be able to remember
the specific brand, they should be able to find it, and should
not be attracted to the competition either by price or impulse.
5. Why Shopper marketing so important ?
In short, it is useless to spend too much energy in building brands that shoppers cannot
find or are overwhelmed by the competition at the moment of purchase inside the
store. Shopper Marketing works in the retail environment trying to solve these pressing
concerns.
8. Steps for shopper marketing
Moms, 25 -35 years old, housewives
In the time of economic crisis, consumer want to save much money as
possible. They looks for condensed product. They open the OMO liquid-
bottle product & smell our products from the cap to know whether the
product is condensed or not.
We want them to buy more of our products.
Sell more
We need to hide more smell to make really strong smell at the cap. Call to
action at shelf is very important, message need to be clear and simple.
Enough to attract consumers and encourage them to buy
Deal for a good location in store to educate consumer about how
condensed our product is.
Using Pg at store to make noise, demo sniff the cap to show off the
condensed of our product. Promotion at shelf encourage shopper to buy
more, such as liquid in package to get discount and save cost
Execution demo to show off the money they can save
Shopper have more reason to believe and push sales
