What is Shopper Marketing?

  • It provides an understanding of the decision-maker at the time of purchasing products at the retail point.
  • When applied effectively by Trade Marketing it can improve the profitability of a brand, in-store category. This is achieved through shopper-centric improvements and messaging within the retail environment.

What is the Difference between Shopper Information and Shopper Insight?

  • Shopper Insight is the interpretation of the information that combines attitudinal and behavioural data to influence store sales through marketing efforts.
  • Consumer Insight looks at the emotions around the product and purchase.
  • Read More on Shopper Insight vs Consumer Insight

What are the Roles of Trigger Points In-Store

EASE/RECRUIT

  • Main fixture ease of shop
  • Drive visibility, accessibility, clear price communication
  • Cues to aid navigation & decision making

INTERRUPT/RETAIN

  • Disruptive visibility – secondary locations, cross-category locations, till point
  • Engaging communication, compelling reasons to purchase, price communication

EDUCATE/FREQUENCY

  • Cues to inform and ease shopper decision making
  • Engage shoppers

DEEPEN RELATIONSHIP/WOP

  • Create a shopper experience.

Pricing, Promotions and Messaging Tips, Tricks and Goldern Nuggets

  • Men are hunters and are more susceptible to discounts and offers.
  • Women are gatherers and tend to shop for a specific task e.g. party or stocking up.
  • New price / old price. Prices that feature the old price together with the new price work better when the old price is shown with a diagonal strike through-line. 1 to 1.5% increased conversion.
  • Display messages that use the same colours and text formats that only look like a discount offer, can work as well as those that offer a real discount.
  • Shoppers are not good at math. The price for a pack of 6 can be the same or higher than buying six individual items.
  • The highest levels of display impact are for displays that use store promotion staff.

Determining what is the in-store objective for the brand?

Tool for Determining the Objective for a Brand

Determining the in-store objective for a brand

 

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