Elite Assignment 19.1

Shopper Marketing

Le Vu Phuc

Definition

Shopper Marketing is the use of insights – driven marketing and merchandising

initiatives to satisfy targeted customer needs, enhance the shopping

experience, and optimize business results for retailers and suppliers.

Why Shopper marketing so important ?

Why Shopper marketing so important ?

If products are not purchased, nothing else matters.

The best marketing and advertising campaigns in the planet fail if

products stay on the shelf, and the one making the difference is the

shopper.

As the quote that probably inspired so many changes says “shoppers

are making an overwhelming number (76%)

of their purchasing decisions in-store”.

Once inside the stores, people should be able to remember

the specific brand, they should be able to find it, and should

not be attracted to the competition either by price or impulse.

Why Shopper marketing so important ?

In short, it is useless to spend too much energy in building brands that shoppers cannot

find or are overwhelmed by the competition at the moment of purchase inside the

store. Shopper Marketing works in the retail environment trying to solve these pressing

concerns.

Case Study

shopper

marketing:

OMO

Liquid

Steps for shopper marketing

Steps for shopper marketing

Moms, 25 -35 years old, housewives

In the time of economic crisis, consumer want to save much money as

possible. They looks for condensed product. They open the OMO liquid-

bottle product & smell our products from the cap to know whether the

product is condensed or not.

We want them to buy more of our products.

Sell more

We need to hide more smell to make really strong smell at the cap. Call to

action at shelf is very important, message need to be clear and simple.

Enough to attract consumers and encourage them to buy

Deal for a good location in store to educate consumer about how

condensed our product is.

Using Pg at store to make noise, demo sniff the cap to show off the

condensed of our product. Promotion at shelf encourage shopper to buy

more, such as liquid in package to get discount and save cost

Execution demo to show off the money they can save

Shopper have more reason to believe and push sales

Elite Assignment 19.1

Shopper Marketing

THANK YOU