Shopper marketing initiatives range quite considerably, from the format and location of displays in-store, product merchandising, packaging and POS, to promotion and even in-store sampling and live demonstrations. But whilst they do vary quite considerably, they all share the same goal in common – to identify with shoppers, communicate benefits and ultimately to influence their behaviour at the point of purchase – to turn them from shoppers into buyers.

1. Shopper
marketing:
understanding the
Evolution Insights explain why understanding the
consumer shopper consumer shopper relationship is key to a
relationship successful shopper strategy.
What is Shopper with some studies
“Shopper marketing is in Marketing? estimating that investment
essence the use of shopper in shopper marketing is
insights to develop Shopper marketing is in increasing faster than
marketing campaigns that essence the use of shopper investment in advertising
insights to develop online.
seek to influence shopper
marketing campaigns that
behaviour at the point of seek to influence shopper Many recent studies also
purchase.” behaviour at the point of claim that a high proportion
purchase. of purchase decisions are
made in-store at the point
“By understanding what Shopper marketing of purchase. Whilst the
influences consumers in- initiatives range quite percentages vary, it is clear
store as shoppers, you can considerably, from the that in an environment of
better attract their format and location of heightened competition,
attention and improve displays in-store, product diminishing brand loyalty
your sales conversion at merchandising, packaging and an increasingly
and POS, to promotion and fragmented media market
the point of purchase.” even in-store sampling and that a focus on traditional
live demonstrations. TV and print marketing
alone is no longer
But whilst they do vary sufficient. FMCGs must look
quite considerably, they all to better understand their
share the same goal in consumers as shoppers to
common – to identify with stay ahead of the
shoppers, communicate competition.
benefits and ultimately to
influence their behaviour at By understanding what
the point of purchase – to influences consumers in-
turn them from shoppers store as shoppers, you can
into buyers. better attract their
attention and improve your
A big growth opportunity sales conversion at the
point of purchase.
Shopper marketing is a
strong growth industry,
www.evolution-insights.com

2. Shopper vs. Consumer different things to
“It is vital to recognise that
consumers. While
shoppers have a different So shopper marketing is all consumers are more
mindset to consumers.” about how consumers concerned about brand
behave as shoppers. and aspiration, shoppers
Consumers become seek convenient solutions,
shoppers when they value and differentiators
“While consumers are embark on their path to in-store.
more concerned about purchase - often when they
brand and aspiration, enter the retail store. It is Traditional consumer
shoppers seek convenient vital to recognise that marketing focuses on
shoppers have a different building brand awareness,
solutions, value and
mindset to consumers; whilst shopper marketing
differentiators in-store.” indeed shoppers need not targets the consumer in a
necessarily be one in the shopper mindset, aimed at
same as consumers. their decision making
processes in-store.
“Shopper insights relate to Consider the example of a
behaviour along the path father conducting a weekly Shopper Insights
to purchase, typically in- trolley grocery shop for his
store. They capture how family. His needs and This consumer shopper
concerns whilst deciding model leads to a clear
people behave as
which soft drink to distinction between
shoppers.” purchase for his children consumer and shopper
may be quite different to insights. Shopper insights
his children whom are relate to behaviour along
actually the ones who will the path to purchase,
drink it. The housewife typically in-store. They
who purchases beer for capture how people
her husband may also have behave as shoppers as they
different considerations. search for these
While she might seek the convenient solutions, value
fastest solution at a good and differentiator’s in-
overall price, he might pick store. Consumer insights in
the premium beer he contrast capture the
knows he likes more, or relationship between
spend more time to consumer and brand.
decipher the value by
pence per litre. To understand the shopper,
consider their mindset and
And whether the consumer the purpose (mission) of
and shopper actually differ their trip. Which channel
in person or not, shoppers are they likely to use for
still typically care about this trip?
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3. What kind of shopping awareness of your product
“Shopper and consumer behaviour (modality) are or brand throughout this
insights are two they likely to adopt in- journey. This might begin
complementary ends of store? Do they typically use with the aisle, the point
the same spectrum. a shopping list with a where the shopper enters
Marketing, brand and focused mindset, or are the store, the car park, the
they more open to impulse retailer loyalty scheme or
insight managers should
purchases? Does this vary even the website at home
seek both shopper insights by category? that targets the shopper
and consumer insights to with specific promotions.
complete the picture, with At Evolution Insights these
consumer and shopper are just some examples of Opportunities exist
marketing initiatives the kind of questions we throughout the path to
ask to get underneath the purchase for shopper
aligned.”
skin of the consumer in marketers to build touch
shopping mode, to truly points with shoppers.
gain insight into how they Whether it is recipe cards
behave in-store. or coupons online,
“The key is to understand
sampling at the store front
what the best methods are Shopper and consumer or promotions on gondola
for your product or brand, insights are in summary ends. The key is to
and how to build two complementary ends understand what the best
complementary consumer of the same spectrum. methods are for your
and shopper marketing so Marketing, brand and product or brand, and how
insight managers should to build complementary
one reinforces the other.”
seek both shopper insights consumer and shopper
and consumer insights to marketing so one
complete the picture, with reinforces the other.
consumer and shopper
marketing initiatives Not a one size fits all
aligned.
A final point to note is that
Not just in-store different categories and
products lend themselves
With this in mind it is to a different balance of
important also to consider marketing initiatives
that shopper marketing through the path to
isn’t just about the final purchase.
point of purchase, or even
just about in-store. It is While some products are
about informing and almost entirely defined by
influencing shoppers along brands, consumer
their entire path to marketing and a pre-
purchase and maintaining planned approach
www.evolution-insights.com

4. Evolution Insights Ltd to purchasing, others rely Contact Us
heavily upon shopper
About Evolution Insights marketing in-store - where If you would like to
Evolution Insights is a research led the number of alternatives understand more about
consultancy specialising in shopper
marketing. We deliver original
and impulse nature of the shopper marketing and
research, analysis and insight into product are the more how we can help you
shopper motivations and behaviour important factors. develop your shopper
for manufacturers, retailers and strategy, please do not
agencies. And with shoppers hesitate to contact us.
For more information please visit
shopping by mission, not
http://www.evolution-insights.com by category, FMCGs and E-mail:
retailers should also take enquiries@evolution-
care not to overlook how insights.com
categories relate to each
other in-store. Insights into Tel:
shopper missions can help 0113 389 1038
identify potential
promotional partners and
also opportunities to
optimise your broader
shopper marketing strategy
to stand out from the
crowd.
This might be through
adjacencies, considerations
such as convenience,
sustainability or well being,
or even themes such as
dining in and indulgence.
Evolution Insights Ltd is a private
limited company registered in the UK
with registered number 07006001.
Evolution Insights Ltd, Prospect
House, 32 Sovereign Street, Leeds,
West Yorkshire, LS1 4BJ.
© Evolution Insights Ltd. All rights
reserved.
www.evolution-insights.com