What is Shopper Marketing?
Shopper marketing is the act of improving revenue or equity through insight-led strategies and executions that convert the shopper along their path to purchase.
In my experience, the Newton’s Cradle mnemonic is one of the easiest way of illustrating the key activities that constitute shopper marketing and how they transfer energy to each other in order to deliver execution and learning.
1
Category Vision
Start with a vision of the potential you see for the category.
2
Conversion Opportunity
Make this vision real by attaching it to a conversion opportunity for the category
3
Path to purchase Activation
Turn the conversion opportunity into an activation that addresses shopper barriers along their path to purchase.
4
Execution & Learning
Execute and measure an activation that benefits the retailer, shopper and manufacturer.Capture learning and results to provide new insight and energy.