Did you know that the concept of shopper marketing has been around for a long time? However, it is worth noting that it has only recently been better defined, understood, refined and emphasized, especially within the retail industry.
What is Shopper Marketing?
Shopper marketing involves creating consumer awareness and enhancing interaction with current or new products. It is a unique discipline focusing on improving and streamlining the customer shopping experience to drive more sales in-store as well as online.
Did you know that shopper marketing focuses on customers as well as the point-of-purchase? It efficiently compels the customer to buy goods based on various factors. Also, it is worth noting that modern shopper marketing’s main goal is to affect and positively influence shoppers’ behavior and habits while they’re in the shopping mode. Brands do it in a way that helps drive growth and consumption.
Also, keep in mind that this marketing discipline is unique and different from conventional advertising and sales promotion. There is no doubt that shopper marketers make last-minute appeals to consumers at the time they are considering purchasing. In contrast, other types of marketing and promotions try to improve overall awareness as well as an affinity for a specific product or brand.
Although people once assumed or believed that shopper marketing solely took place in conventional brick and mortar retail stores, the rapid growth of e-commerce globally has mandated marketers to reconsider and reassess how they influence and affect shoppers online.
How Shopper Marketing Works?
You will be pleased to know that you can leverage different marketing strategies, plans and tactics to achieve your goals. However, none of these strategies are as efficient and close to the POS (point of sale) as the idea of shopper marketing.
Shopper Marketing Tactics
Shopper marketing drives both revenue and brand equity. This is why it is so effective. Also, it is worth noting that the most effective shopper marketing campaigns leverage various tactics in order to reach shoppers at several points on the path-to-purchase.
Power of Displays
Something as simple as putting up engaging signs throughout your store can entice retail shoppers, leading them to buy a product from your store.
You probably know that shopping can be confusing and stressful. This is why the use of attention-capturing and informative displays makes it simpler for shoppers to navigate your store easily.
Mood and Ambiance Matter
Consider how grocery stores often play music; this is done for a reason. Ninety percent of consumers state that they will likely revisit a retail store that uses visuals, music and appealing scents.
Have you recently considered the overall ambiance or atmosphere of your store? If no, you should. Shopper marketers can help you in this regard by seamlessly integrating various sensory experiences to keep customers coming back.
Leveraging Shopper Marketing for Your Business
So, how can you make the most of shopper marketing to grow your business? You should have accurate, relevant and actionable data. Shopper marketing analyzes shopper behavior, habits and preferences. And this means using data. You need to obtain the data pertaining to your different products and then use it to craft the ideal or most favorable shopper experience for all of your customers.
You also have to ensure that you have adequate resources and tools to acquire this data and then implement effective solutions. Note that for most businesses, a dedicated and experienced shopper marketing team takes care of this process.
Shopper Marketing: What Does the Future Hold?
With the evolution in technology and consumer preferences, innovations and improvements in shopper marketing will undoubtedly follow. You should know that the future of CPG or FMCG companies can be quite favorable as long as they take notice of essential consumer shifts and trends to better align their products and brand.
It is no secret that the use of accurate data in order to influence and affect shopper marketing decisions will grow in the future. One of the best things is that it is much easier and quicker than in the past to gather and evaluate millions of retail data points, such as market intelligence, which may shed some light and provide insights on shopper behavior.
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