1. SHOPPER$MARKETING$IN$SIX$STEPS$
EMEA$$
(Europe$Middle$East$Africa)$
$
New$York$–$San$Francisco$<$London$–$Dubai$

2. Workshop agenda
1. What is shopper marketing all about?
2. The retailer
3. Shopper Vs. Consumer
4.1. Shopper ergonomics
4.2. Shopper behaviour
5. Great shopper marketing
6. Shopper research
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3. 1.$What$is$shopper$
markeNng$all$about?$
Exploring how shopper marketing came about and clear definition

4. 70%$of$all$purchase$
decisions$are$made$at$
point$of$purchase?$
Who said that?
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5. 70% of all purchase decisions are made at point of purchase?
How$true$is$this$statement?$
Where’s$the$evidence?$
Do$you$believe$that?$
Beer$50%$
Pre<loaded$brain$
Adver)sing.
Social$media$
Brand.preference.
Experiences.
Healthcare$25%$
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6. So what is the difference?
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7. Social media has empowered the consumer shopper
! They’re informed
! They get expert advice
! Their key influencers are…
• Mum (matriarch's)
• Friends and bloggers
• Product reviews online
• Blogs (private interest groups)
…but their final decision is at PoP
In-store or online
Don’t&forget&
a,ersales!
Your last chance to influence
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8. What we used to do is now all online
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9. The Outernet is the new shopper and consumer world
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10. The Outernet is the new shopper and consumer world
What we used to do is now all online
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11. What is shopper marketing?
.
Shopper.Marke)ng.uses.
shopper.and.consumer..insights.
to.engage.the.shopper.at.the.
point.of.purchase.(‘moment.of.
truth’)...
.
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12. It is often a neglected part of marketing…
Above.The.
Line.
Market.
Targe)ng.
Prefer.
Awareness.
Consumer.
Marke)ng.
Understa
nding.
Like.
Purchase.
Inten)on.
Trial.
Purchase$
f!
oint!o e!
P
as
Purch
Shopper.
Marke)ng.
‘the.point.of.purchase’..
Believab
ility.
Repeat.
Loyalty.
f!
ent!o
Mom th!
Tru
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Find$
Desire.
Consumer.
Marke)ng.
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13. …it used to be about
Distribu)on.
Powerful.
brands.
Adver)sing.
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14. …shopper marketing has taken centre stage
Brand.
marke)ng.
• Brand.
adver)sing.
• Distribu)on..
Category.
management.
• Range.
management.
• Segmenta)on.
• Consumer.needs.
ECR.(efficient.
consumer.
response).
• Efficient.supply.
and.demand.
• Cost.and.supply.
processes.
Shopper.
marke)ng.
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• Marke)ng.
at.the.point.
of.purchase.
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15. Social media is supplementing the mass media of the past
Power.brands.
could.dictate.
sales.
The.power.
moved.to.
retailers.
Power.is.now.in.
the.hands.of.
consumers.
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16. Marketing has moved on too..
ATL.(above.the.line).dominated.with.TV.adverts.and.
main.stream.media..
Media.became.fragmented.with.mul)ple.TV.channels.
and.online.
Retailers.became.expert.at.retail.marke)ng.and.learnt.
to.influence.and.control.the.purchase.at.POP.
Online.penetra)on.has.grown.along.with.online.
shopping.from.home.
Mobile.online.shopping.and.the.use.of.Apps.has.given.
shoppers.greater.freedom,.control.and.choice..
Consumer.shoppers.now.research.online,.buy.or.
review.offline.(in]store).and.may.return.to.buy.online..
WHAT’S$NEXT?$
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17. New name, same issues, but in a changed environment
The brand approach
! How can we maximise sales?
! How can we prevent my customers going to another brand/retailer?
! How can we gain new shoppers/consumers?
The category management approach
! How can we meet consumer needs?
! What is the optimum range?
! How do consumers/shoppers segment the range?
! Where are the gaps and opportunities?
! How can we make it easier for shoppers to buy more?
Shopper marketing
! How can we influence shoppers at point of purchase?
! Where and how best to allocate marketing spend?
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18. In theory
! Meet consumer/shopper needs
and they will come (buy)?
Desire$before$the$need$
! …but do they realise/know?
! What of unknown/unmet needs?
! Where are the real opportunities?
There’s.clearly.s)ll.a.need.for.adver)sing.
and.promo)on,.only.in.different.forms.of.
communica)on.and.integrated/connected..
across.several.new.and.different.channels.
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19. Shopper marketing has moved on too
…before, it was a revelation that ‘above the line’
advertising and promotion was losing out to the ‘point of
purchase’.
The power had moved to the retailer as they became
smarter at shopper marketing through their own brands,
category management, more sophisticated in-store
marketing, their own advertising campaigns and of
course their online shopping.
…but now shoppers are taking centre stage. Social media
has given them the power of easy convenient connection.
Access to information, product reviews and consumer
experiences. Along with the recent economic pressures,
this has spurned new shopping behaviours.
The smart shopper can ignore traditional advertising
messages and make better informed purchase decisions.
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Evolu)on.
• ATL.
POP.
• Retailer.marke)ng.
• Category.management.
Shopper.
• Social.media.
• Informa)on,.product.reviews.
Smart.shopper.
• Advert.immune.
• ROBO.behaviours.
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20. Lets not fool ourselves, they’re still in-store
The key is to understand how to get through to this new
smart consumer, to understand the new shopper touch
points and use that knowledge to influence the point of
purchase.
Consumers are still driven by brand loyalty, awareness
and emotional attachments.
Shoppers are still influenced by ATL advertising. They
a r e p r e - l o a d e d w i t h b ra n d p r e f e r e n c e s , p a s t
experiences and a ‘purchase decision narrative’, ready
to find and select their chosen product.
Shoppers (whether in-store or online/mobile), can and
are influenced at the ‘point of purchase’, only their
consideration routines and purchase route has changed.
New.shopper.touch.points.
• Influence.POP.
Drivers.are.not.changed.
• Brand.loyalty.and.awareness.
• Emo)onal.aaachments.
Shopper.
• ATL.s)ll.influences.
• Pre]loaded.preferences.
• Purchase.decision.narra)ves.
POP.is.in]store.and.online.
• New.considera)on.rou)nes.
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21. What is shopper marketing?
.
..so,.shopper.marke)ng.is.about.
understanding.the.new.shopper.and.
using.that.knowledge.to.manage.the.
marke)ng.mix..
.
The.aim.is.to.affect.change.in.shopper.
behaviour.with.the.objec)ve.of.driving.
brand.consump)on...
!
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22. Shopper marketing applies to any environment where
people make purchase decisions
From banks, to burger bars, to bazaars…
Banks.
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Burger.
bars.
Bazaars.
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23. END

24. Future lectures, workshops and training days
! Shopper Marketing
Its claimed that 70% of decisions are
now made at ‘Point of Purchase’.
Understand how this works and what
brands can do about this. How to
best allocate advertising spend.
! Innovation & Product development
With our training and workshops,
clients have developed new and
highly profitable products, solved
business and team issues and have
found profitable new product niches.
! Category Management
Retailers used this to
ranges to stock and their
the product category.
how to become the
category captain.
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decide on
strategy for
Understand
r e t a i l e r ’s
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