workshop training programme

1. Learn the latest
thinking in
shopper
marketing and
how to apply
this new
approach
Shopper
marketing
in six steps
WORKSHOPS
What’s changed?
1
2
3
4
70% of all purchase decisions
are made at point of
purchase?
Social media has empowered
Marketing and communications agencies are in turmoil as they’ve seen
the consumer shopper
marketing spend move from ‘above the line’ to in-store (shopper
Shopper marketing has taken
centre stage
Advertising + distribution =
powerful brands, less relevant
marketing). New skills and knowledge is required, previously the domain of
retail marketers. The shopper is now the center of attention, along with PoP
(point of purchase) and the elusive ‘moment of truth’.
Shopper marketing is a new area for most brand marketers and as such,
there is relatively little knowledge and experience, as this new discipline
The shopper has gone online
evolves. There’s also misrepresentations and sweeping statements
and mobile
purveying the trade, such as ‘70% of all purchase decisions are made at
point of purchase’. Our experience is this is not entirely true. From our own
research, we know this can vary greatly by category and the effect of ATL is
still very much alive and kicking, albeit in a different form and effect.

2. 2
1
Designed as easy to follow
workshop modules, with
discussion points and
practical exercises
THE WORKSHOPS
ŒWhat is shopper
marketing all
about?
The first module covers the great
behaviours are synonymous with
natural human factors. This
demonstrates how and why these
two factors are the basis of good
shopper marketing.
changes and drivers behind the
Learn the latest
thinking in
shopper
marketing and
how to apply
this new
approach
trade and how and why this has
evolved into shopper marketing.
The retailer
Understanding the needs and
approach of the retailer is critical
for any brand’s success.
ŽShopper versus
consumer
Great shopper
marketing
How to achieve effective shopper
Explores how and why shoppers
differ from consumers and how to
market to them. Who is the new
marketing. Looks at strategies and
tactics and explores how to apply
them to your category.
‘prosumer’?
Contact: Michael Fodor
Radius EMEA
238 St John Street | London EC1V
4PH | United Kingdom
Tel +44 (0) 203 130 0713
mfodor@radius-global.com
Shopper
ergonomics and
behaviour
‘Shopper
research: the first
step
What are the best tools to employ
This is a set of two interrelated
modules where ergonomics and
and how to go about it? This gives
advice and what not to do.