Ym2 - Elite - 019. shopper marketing - thuyet - phong

SHOPPER MARKETING

By Thuyet & Phong

Path to Purchase

Path to Purchase

Effective shopper marketing needs to successfully

answer these 5 questions…

What consumption opportunities

exist?

Which shoppers will

support these?

Where can you influence

these shoppers?

What is required in-

store?

What investment is

needed?

Let’s put that in action…

Availability should be the primary focus.

Grab the attention as fast as possible. Stand out

of many competitors products in the area

Deliver the characteristic of the brand so shoppers

feel connected.

Promotion is also an effective pushing tool, but be

caution with the brand image and value.

Items should be displayed in full stock or….

…in nice arrangement that create a

sense of beauty

Catch the attention or at least tell the consumers that

“We are here. Come, come !” right from the start

Keep the brand equity to communicate

brand characteristic…

Keep the products at the best condition when it comes to the

consumers, since it is their experiences that bring brand connection

And do not forget an “attractive price”

(like 12,900 rather than 13,000)