SHOPPER MARKETING

Overview

Shopper Marketing is being touted as the category management of the future. This course gives an in-depth overview of understanding the consumer and shopper, their needs, and their behavior beyond the basics, and beyond the category level. Retailers and suppliers need to realize how the big picture of shopper marketing works and ensure that they have the strategies and plans in place to set themselves up for success in future shopper marketing endeavors. “Path to purchase”, shopper trip missions, and shopper segmentation are covered. Participants will then learn about in-store marketing to shoppers across different stimuli.

Content

The focus of this 2-day seminar is to provide a foundation and framework for developing a strong shopper marketing discipline and shopper insights program to support it.

• Shopper Marketing Overview
• Understanding Retail business
• Understanding Manufacturers/Brand Business
• Knowing Shoppers’ Insights
• Following Path-to-purchase to success
• Define shopper marketing’s opportunities
• Building shopper marketing plan
• Know how to execute the plan
• Building measurement system

Objectives

• Understand the what, and the why of the Shopper Marketing trends
• The strategy and tactics behind building an effective retailer/manufacturer partnership that can help ensure successful program execution
• Know the best practices of the shopper marketing framework
• How to combine on and off shopper marketing tactics to impact the shopper’s decision journey
• Create a shopper marketing plan for both retailers and manufacturers
• Practical implementation guidelines for retailers and manufacturers

Ideal for

For anyone who wants to learn and implement shopper marketing successfully. Those are people who are in charge of the Marketing, Sales, Operation and Finance Department from the Retailers, Manufacturers, and Suppliers.