Shopper Marketing : views from a small island
Shopper marketing has been around for thousands of years. But in modern times it has emerged from the disciplines of retail marketing and trade marketing. It involves “understanding how consumers behave as shoppers, across different channels and formats. And leveraging this knowledge to target and benefit shoppers, retailers and brand owners.”
Sub-titled ‘Views from a small island’ (the UK) this presentation was delivered at Marketing One’s Shopper Marketing Conference in Moscow in February 2013. It provides insights from one of the most competitive and concentrated retail markets in the world – the UK. The video runs for 13 minutes.
- It is often quoted that 70% of brand selections are made in-store, however a similar proportion of buying decisions are unplanned. To make wise investment decisions, the entire retail buyer and shopper journey needs to be understood. You need to understand what triggers a consumer need, drives product awareness and consideration, selection, purchase, usage, loyalty and advocacy.
- How much, and where or how to invest also depends on the competitive context, brand life-cycle stage and the marketing and promotion challenge it faces. So consider who is the customer? Also whether to drive awareness, change brand perceptions, reinforce brand stand-out or added-value? Or increase purchase or usage frequency or volume, gifting, or pre-empt a competitor?
- Increasing in-store distribution and display drives visibility. So consider marketing strategies to do this. Should you be more trade marketing led or more consumer marketing led or both?
- Devise and use research to reveal new insights to gain an advantage over your competitors. This will require both creative and observational research.