Download - Shopper Marketing in Six Easy Steps

EMEA (Europe Middle East Africa)

New York – San Francisco - London – Dubai

SHOPPER MARKETING IN SIX STEPS

Radius Global EMEA 2

Workshop agenda

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


Exploring how shopper marketing came about and clear definition


70% of all purchase decisions are made at point of purchase?Who said that?


70% of all purchase decisions are made at point of purchase?

How true is this statement?

Where’s the evidence?

Do you believe that? Beer 50%

Healthcare 25%

Pre-loaded brainAdvertising

Social mediaBrand preference

Experiences


So what is the difference?


Social media has empowered the consumer shopper

They’re informed

They get expert advice

Their key influencers are…

• Mum (matriarch's)

• Friends and bloggers

• Product reviews online

• Blogs (private interest groups)

…but their final decision is at PoP

In-store or online

Your last chance to influence

Don’t forget aftersales


The Outernet is the new shopper and consumer world

What we used to do is now all online


What is shopper marketing?

Shopper Marketing uses shopper and consumer insights

to engage the shopper at the point of purchase (‘moment of

truth’).


Market Targeting

Awareness

Understanding

Believability

DesireFind

Purchase

Like

Prefer Consumer Marketing

Shopper Marketing

Consumer Marketing

Purchase Intention

Repeat

Loyalty

Point of

Purchase

Moment of

Truth

Trial

Above The Line

It is often a neglected part of marketing…

‘the point of purchase’


…it used to be about

Distribution

Advertising

Powerful brands


…shopper marketing has taken centre stage

Brand marketing

• Brand advertising

• Distribution

Category management

• Range management

• Segmentation• Consumer needs

ECR (efficient consumer response)

• Efficient supply and demand

• Cost and supply processes

Shopper marketing

• Marketing at the point of purchase


Power brands could dictate

sales

The power moved to retailers

Power is now in the hands of consumers

Social media is supplementing the mass media of the past


Marketing has moved on too..

ATL (above the line) dominated with TV adverts and main stream media.

Media became fragmented with multiple TV channels and online

Retailers became expert at retail marketing and learnt to influence and control the purchase at POP

Online penetration has grown along with online shopping from home

Mobile online shopping and the use of Apps has given shoppers greater freedom, control and choice.

Consumer shoppers now research online, buy or review offline (in-store) and may return to buy online.

WHAT’S NEXT?


New name, same issues, but in a changed environment

The brand approach

How can we maximise sales?

How can we prevent my customers going to another brand/retailer?

How can we gain new shoppers/consumers?

The category management approach

How can we meet consumer needs?

What is the optimum range?

How do consumers/shoppers segment the range?

Where are the gaps and opportunities?

How can we make it easier for shoppers to buy more?

Shopper marketing

How can we influence shoppers at point of purchase?

Where and how best to allocate marketing spend?


In theory

Meet consumer/shopper needs and they will come (buy)?

…but do they realise/know?

What of unknown/unmet needs?

Where are the real opportunities?

Desire before the need

There’s clearly still a need for advertising and promotion, only in different forms of

communication and integrated/connected across several new and different channels


Shopper marketing has moved on too

…before, it was a revelation that ‘above the line’ advertising and promotion was losing out to the ‘point of purchase’.

The power had moved to the retailer as they became smarter at shopper marketing through their own brands, category management, more sophisticated in-store marketing, their own advertising campaigns and of course their online shopping.

…but now shoppers are taking centre stage. Social media has given them the power of easy convenient connection. Access to information, product reviews and consumer experiences. Along with the recent economic pressures, this has spurned new shopping behaviours.

The smart shopper can ignore traditional advertising messages and make better informed purchase decisions.

Evolution• ATL

POP• Retailer marketing• Category management

Shopper• Social media• Information, product reviews

Smart shopper• Advert immune• ROBO behaviours


Lets not fool ourselves, they’re still in-store

The key is to understand how to get through to this new smart consumer, to understand the new shopper touch points and use that knowledge to influence the point of purchase.

Consumers are still driven by brand loyalty, awareness and emotional attachments.

Shoppers are still influenced by ATL advertising. They are pre-loaded with brand preferences, past experiences and a ‘purchase decision narrative’, ready to find and select their chosen product.

Shoppers (whether in-store or online/mobile), can and are influenced at the ‘point of purchase’, only their consideration routines and purchase route has changed.

New shopper touch points• Influence POP

Drivers are not changed• Brand loyalty and awareness• Emotional attachments

Shopper• ATL still influences• Pre-loaded preferences• Purchase decision narratives

POP is in-store and online• New consideration routines


What is shopper marketing?

..so, shopper marketing is about understanding the new shopper and using that knowledge to manage the

marketing mix.

The aim is to affect change in shopper behaviour with the objective of driving

brand consumption.


Shopper marketing applies to any environment where people make purchase decisions

From banks, to burger bars, to bazaars…

Banks Burger bars Bazaars


Workshop agenda


2. The retailer

3. Shopper Vs. Consumer

4.1. Shopper ergonomics

4.2. Shopper behaviour

5. Great shopper marketing

6. Shopper research


Future lectures, workshops and training days

Shopper Marketing

Its claimed that 70% of decisions are now made at ‘Point of Purchase’. Understand how this works and what brands can do about this. How to best allocate advertising spend.

Innovation & Product development

With our training and workshops, clients have developed new and highly profitable products, solved business and team issues and have found profitable new product niches.

Category Management

Retailers used this to decide on ranges to stock and their strategy for the product category. Understand how to become the retailer’s category captain.

Download - Shopper Marketing in Six Easy Steps

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