Shopper Marketing: Profiting from the Place Where Suppliers, Brand Manufacturers, and Retailers Connect - Tapa dura

The shopper marketing methodology is a powerful, complete approach for satisfying target consumer demand at the point of maximum influence, and thereby driving consumers to purchase. It gives companies a far deeper understanding how consumers behave as shoppers, and leverages this intelligence across the entire supply chain to benefit all stakeholders: companies, brands, consumers, retailers, and shoppers. Shopper marketing requires supply chain partners to smoothly integrate complex sets of marketing and sales tools, in order to engage shoppers, build brand equity, and persuade shoppers when they move into "shopping mode." Internally, it also demands deeper coordination of R and D, marketing innovation, operations, logistics, and distribution. It isn't easy, but it offers remarkable, proven results that are virtually unachievable any other way. In Shopper Marketing, three of the field's pioneering innovators and consultants bring together state-of-the-art insights, strategic approaches, and supply chain execution methods for successfully employing shopper marketing initiatives throughout your organization. Dan Flint, Chris Hoyt and Nancy Swift clearly explain what shopper marketing is, and why it is critical for marketers to master. They review each of its six objectives and eight foundational principles, demonstrating how to adapt and apply it in your environment, overcome obstacles, and systematically create value along your entire "path to purchase." Drawing on their unsurpassed consulting experience, they also assess emerging trends and their implications, helping you deepen customer loyalty, extend competitive advantage, and improve profitability for years to come.

Drive Profits by Influencing Shoppers When It Matters Most: While They’re Deciding What, When, and Where to Buy

 

Shopper marketing offers you a powerful new framework for marketing to consumers as they morph into shoppers and move toward a final  purchase decision. Using it, you can gain a deeper understanding of shoppers and leverage that understanding to connect brands, retailers, agencies, suppliers, and shoppers for mutual benefit.

 

Now, three pioneering shopper marketing innovators bring together state-of-the-art insights for succeeding with this strategy throughout your  organization and with all your partners. Their significant experience in  industries ranging from CPG to technology lies behind the shopper  marketing principles, objectives, and processes they describe. You’ll learn how to adapt shopper marketing for your environment, overcome obstacles, and create renewed value along the entire path to purchase. The authors conclude by identifying new shopper marketing opportunities online and in internationalized environments.

 

Shopper marketing is not easy. But, as many of the world’s most successful companies have discovered, it is the best route to deeper shopper  loyalty, sustained differentiation, and higher profits.

 

6 core objectives
1. Make it easy for shoppers to find and buy your brands
2. Extend your brand equity along the entire path to purchase
3. Differentiate both your brands and retailers
4. Activate purchase at POS by delighting, engaging, and motivating shoppers beyond expectations
5. Align with the opportunities, strategies and protocols of each channel, format, and retailer
6. Provide mutually balanced benefits over time to retailer, brand, and shopper

 

One 4-step process
1. Identify opportunities: Situation  assessment, right targets, right insights
2. Plan: Right strategies, right initiatives, right customer plan
3. Execute: Collaboration, agency empowerment, reporting, supply chain/operational execution
4. Measure-Learn-Change: Internal, external, continuous improvement