This document outlines the agenda for a workshop on shopper marketing. The workshop will cover: 1) Defining shopper marketing and how it has evolved from a focus on advertising to understanding shoppers, 2) Examining the retailer perspective, 3) Distinguishing shoppers from consumers, 4) Shopper ergonomics and behavior, 5) Best practices in shopper marketing, and 6) Shopper research. Shopper marketing aims to influence purchasing decisions made at the point of sale by understanding shoppers and using marketing strategies accordingly.

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

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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

3. 1. What is shopper
marketing all about?
Exploring how shopper marketing came about and clear definition

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70% of all purchase
decisions are made at
point of purchase?
Who said that?

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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%
Healthcare 25%
Pre-loaded brain
Advertising
Social media
Brand preference
Experiences

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So what is the difference?

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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
Your last chance to influence
Don’t forget
aftersales

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The Outernet is the new shopper and consumer world
What we used to do is now all online

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What is shopper marketing?
Shopper Marketing uses
shopper and consumer insights
to engage the shopper at the
point of purchase (‘moment of
truth’).

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Market
Targeting
Awareness
Understa
nding
Believab
ility
DesireFind
Purchase
Like
Prefer
Consumer
Marketing
Shopper
Marketing
Consumer
Marketing
Purchase
Intention
Repeat
Loyalty
Trial
Above The
Line
It is often a neglected part of marketing…
‘the point of purchase’

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…it used to be about
Distribution
Advertising
Powerful
brands

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…shopper marketing has taken centre stage
Brand
marketing
• Brand
advertising
• Distribution
Category
management
• Range
management
• Segmentation
• Consumer needs
ECR (efficient
consumer
response)
• Efficient supply
and demand
• Cost and supply
processes
Shopper
marketing
• Marketing
at the point
of purchase

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Power brands
could dictate
sales
The power
moved to
retailers
Power is now in
the hands of
consumers
Social media is supplementing the mass media of the past

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Marketing has moved on too..
ATL (above the line) dominated with TV adverts and
main stream media.
Media became fragmented with multiple TV channels
and online
Retailers became expert at retail marketing and learnt
to influence and control the purchase at POP
Online penetration 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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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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In theory
 Meet consumer/shopper needs
and they will come (buy)?
 …but do they realise/know?
 What of unknown/unmet needs?
 Where are the real opportunities?
Desire before the need
There’s clearly still a need for advertising
and promotion, only in different forms of
communication and integrated/connected
across several new and different channels

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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.
Evolution
• ATL
POP
• Retailer marketing
• Category management
Shopper
• Social media
• Information, product reviews
Smart shopper
• Advert immune
• ROBO behaviours

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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
are pre-loaded with brand preferences, past
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
• Emotional attachments
Shopper
• ATL still influences
• Pre-loaded preferences
• Purchase decision narratives
POP is in-store and online
• New consideration routines

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What is shopper marketing?
..so, shopper marketing is about
understanding the new shopper and
using that knowledge to manage the
marketing mix.
The aim is to affect change in shopper
behaviour with the objective of driving
brand consumption.

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Shopper marketing applies to any environment where
people make purchase decisions
From banks, to burger bars, to bazaars…
Banks
Burger
bars
Bazaars

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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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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 decide on
ranges to stock and their strategy for
the product category. Understand
how to become the retailer’s
category captain.