What shopper marketing means to us:

We’ve been talking about engaging with shoppers long before the ‘shopper marketing’ term was coined and became one of the hottest marketing subjects on most FMCG board room tables. For us its about persuasion and enlightenment as a shopper journeys through the various stages of the purchase decision, harnessing the touch points to deliver key sales messages.

Our approach

As apart of our Definition phase  we have developed 3 strategic tools that specifically relate to shopper marketing:

• Shopper Journey - the insights, trigger points and opportunities as a shopper goes from interest to purchase.
• SHOP - our Instore and retail environment design tool
• Impact Point Plan - turning insight in to action – this a bit of a mega presentation – but if you want to find out more please contact us.

Shopper Journey

For every product and service bought shoppers go on a journey. It may take months, it may take minutes, they may double back on them selves or even skip some element what’s crucial to us is understanding the insights, opportunities and triggers that this journey presents.

• The awakening - Consumer wakes up to a need and becomes a shopper, a person with a purpose. Knowledge is typically low, hopes and expectations high, inspiration is sought
• The crossing - Shopper explores choices of product spec, brands, price and source and looks for clues, learns, evaluates and seeks the appropriate level of information to feel informed
• The flare - (In some markets) today’s shopper sends out signals that he/she is receptive and eager for guidance and offers. They want brands and peer advice to come to them
• The cut - What was (casual) exploration behaviour turns to narrowing options for deeper engagement. This may be retailer or brand led.
• The benefit analysis - In some markets as the shopper closes in on the prize they weigh up cost vs benefit, make compromises, study fine print and logistics, and look for deal-makers and breakers.
• The moment of truth - When the final decision is made of who, where and what is selected. They approach the brand on a mission and part with money to secure the prize.
• The homecoming - The prize is in the shopper’s possession, ready to be used.