Despite this general conclusion, it is encouraging that a small group of. Shopper marketing, how to increase purchase decisions at the pos. Interactive shopper marketing in store engagement and. These teams often work handinhand, but the contrast in their approaches and worldviews can sometimes be. Delivering on shopper marketing strategic value points we have come a long way in shopper marketing. Putting the shopper into shopper marketing via instore. Traditional approach to shopper marketing no longer cuts. Find out more in the shopper marketing revolution for those on the fast track of modern business the shopper marketing revolution is a must read. Todays shopper is more connected to other shoppers, as they have become attracted to thirdparty information providers. With the explosion of new and innovative marketing vehicles, there is no shortage of options for building a shopper marketing mix. Traditional approach to shopper marketing no longer cuts it. Shopper marketing and social networks tennessee research and. Digital revolution sparks radical changes and growth in. Delivering on shopper marketing strategic value points.
Insider 2 in my 15plus years in cpg marketing, i had a chance to work in both hqbased brand marketing teams and fieldbased shopper marketing teams. Jul 09, 2017 9 things i wish brand managers knew about shopper marketing by olgayurovski on july 06, 2017. How to increase purchase decisions at the point of sale, m. The shopper marketing business case will help you share your shopper marketing research with your senior management team to gain their support for this program. Shopper marketing by markus stahlberg overdrive rakuten. Whats the difference between shopper marketing and customer. Shopper marketing how to increase purchase decisions at the point of sale, edited by markus stahlberg and ville maila from a neuromarketing standpoint, the point of sale is a potent place to make a branding impression. Pdf shopper marketing, how to increase purchase decisions at. Now with a new foreword by philip kotler this second edition features 12 brand new articles that reflect the current changes in the fast growing area, focusing specifically on the international scope, the online presence. Aug 30, 2010 worlds first book on shopper marketing combines the perspectives of 35 internationally recognized shopper marketing experts, among them phenomenas top specialists. Improving shopper marketing profitability with innovative promotions markus stahlberg chapter 28. The more consumed their audience is by their own mobile devices, the more the imperative shifts for shopper marketing and all instore.
July 26, 2016 shopper marketing, long considered a discipline limited to instore, pointofpurchase, and endofaisle promotions, has undergone a metamorphosis since the advent of digital marketing, evolving into an omnichannel. Shopper marketing can only be effective if the activity succeeds in combining the. Wpps geometry and unilever have joined to help change that by backing an undergraduate course at michigan state university that they believe is the first of its kind. Out of store, this starts with building awareness and then shifts to driving purchase intent, getting on the shopping list. The purpose of this paper is to examine shopper marketing. Shopper marketing as a crucial part of retailer 142 partnership antti syvdniemi introduction 142. Filter by location to see consumer shopper marketing analyst salaries in your area. This slows, or even halts, the journey toward a successful shopper marketing strategy and activation. Discover the new and exciting ways brands and retailers are bridging the gap between online content and offline shoppers in the physical retail space.
The science of shopping invaluable to the careers of very many of the marketing professionals in the industry. Examination of shopper marketing reveals that it is currently stuck in. Jul 24, 2018 delivering on shopper marketing strategic value points we have come a long way in shopper marketing. Putting the shopper into your marketing strategy 153 matt nitzberg. Weeding through the clutter and choosing the right approaches can. Ville maila editor is the planning director of phenomena group ltd. In this chapter, shoppernewsblog explores how to execute and measure shopper marketing campaigns. Having worked with several major cpg manufacturers and most of the top 20 us retailers, it seems that the difference is whose problems are the primary problems youre addressing. The shopper marketing revolution linkedin slideshare. The traditional approach to instore and shopper marketing is to fill the physical environment with marketing messages and cues that a brand or retailer wants the consumer to see and feel.
Digital revolution sparks radical changes and growth in shopper marketing. This microsoft word template allows you to document the following regarding your use case. Although they may combine to tackle some of the weaknesses they still suffer from. It is the global leader in package promotions with more than 40 offices in as many countries. Markus stahlberg editor is the ceo of phenomena group ltd. Pdf the supply chain management of shopper marketing as. Shopper marketing details how marketers can influence the buying decision instore. You now want to create a document to share your findings with senior management in order to gain approval to begin the project or for an increase in staffresources for the.
Phenomena group was the first shopper marketing company to be founded in europe. Shopper marketing is a rapidly growing concept in sales promotion, but how can you put it to work. Collaborating to ensure shopper marketing execution 149 john wilkins 25. In order to provide our readers with some guidance, we introduce a 7step shopper marketing framework. Jul 20, 2016 discover the new and exciting ways brands and retailers are bridging the gap between online content and offline shoppers in the physical retail space.
Stay connected to your students with prezi video, now in microsoft teams. Sep 16, 20 find out more in the shopper marketing revolution for those on the fast track of modern business the shopper marketing revolution is a must read. How is customer experience enhanced by retail design. It is the global leader in package promotions with. Many definitions have been promulgated, but at its core shopper marketing relates to marketing programs that reach consumers inside brick and mortar store walls. By combining art and the industry it has created an educated profession. Unilever took part in a sixweek study on digital display ads that proved the roi of the online format and led the consumer goods company to increase its digital display spending for its homecare divisions shopper marketing program, per marketing week the sixweek test involved serving ads programmatically across mainstream sites such as the guardian and was part of a larger. Shopper marketing every decision begins and ends with the. That could mean anything from a tearoff pad sweepstakes to integration into an instore shopping phone app to an endoftheaisle display or a program on walmart tv. How to increase purchase decisions at the point of sale markus stahlberg, ville maila on. We make the buy happen with digital commerce, brand, retail, and shopper marketing. As brands and retailers grow more comfortable sharing firstparty data, shopper marketing budgets traditionally spent on lastleg marketing efforts like highperforming shelf space, instore signage, coupon circulars and comarketing find us at your nearest are moving online.
Apply to director of marketing, director, marketing manager and more. Successful shopper marketing requires a new kind of. Shopper marketing is a way in which brand names, retailers and all other support partners work together to develop strategic marketing and distribution flint et al. We provide insight into the purchasing process and the purchasing criteria within a product category through our shop floor and shelf vision research. Whats the difference between shopper marketing and. Shopper marketing how to increase purchase decisions at the point of sale editors. What shopper marketing is and what it is not in terms of vision, focus. Contents preface x acknowledgements xii introduction 1 part 1.
Worlds first book on shopper marketing combines the perspectives of 35 internationally recognized shopper marketing experts, among them phenomenas top specialists. How to increase purchase decisions at the point of sale, markus stahlberg and ville. How to increase purchase decisions at the point of sale. Customer marketing focuses on the retailers problems and strategic. Shopper marketing has become a big part of many marketing budgets, but it remains largely absent from college marketing curriculum and something of a mystery even within marketing organizations. Until relatively recently the shopper did not feature in our strategy sessions our focus on the consumer was absolute. Chair of sales management and businesstobusiness marketing.
Markus stahlberg and ville maila kogan page london and philadelphia. Shopper marketing is compiled of articles written by 35 individual contributors from around the world. Digital shopper marketing tools are used to help move a consumer to a shopper. You have researched shopper marketing and clearly understand how your organization stacks up on the scale of maturity from undefined to worldclass for shopper marketing. I spent three years as head of insight for the institute of promotional marketing, following hard on the heels of being on the popai research. The best way to market to the shopper is to start small and build trust through frequent but short consumer relationship. Shopper marketing strategy forms and important basis for this. Ad tech vendors are clicking add to cart on firstparty retailer data.
Praise from first edition of inside the mind of the shopper read it, do it, and you will sell more. November 19, 20 by toby desforges 5 comments over the last few weeks, ive been asked a number of times about the differences between trade marketing and shopper marketing. May 15, 2017 with the explosion of new and innovative marketing vehicles, there is no shortage of options for building a shopper marketing mix. The goal of shopper marketing is to influence purchase decisions when the customer is close to the product in the store. The shopper marketing process begins with discovery. May 01, 2012 the complete sample shopper marketing program can be found in the shopper marketing best practices. Feb 28, 2012 shopper marketing is a rapidly growing concept in sales promotion, but how can you put it to work. The book is edited by markus stahlberg and ville maila. Feb 03, 2012 markus stahlberg editor is the ceo of phenomena group ltd. Our shopper marketing framework consists of 7 steps which apply to both. Often, large companies cannot execute shopper marketing well because they have separate trade marketing and shopper marketing departments that rarely if ever collaborate on a holistic consumertrade promotional strategy.
As we go through the discovery phase, we look at unmet shopper needs, brown explained. Moreover, we explain which metrics to use best to measure a campaigns effectiveness. Like traditional marketing, shopper marketing is a practice, but in contrast to traditional marketing practice, it is a way of marketing directly to the shopper and not necessarily the consumer there has been a great deal of industry discussion on the topic, but less so from an academic perspective traditionally adept at supporting shortterm sales goals. Salary estimates are based on 5,941 salaries submitted anonymously to glassdoor by consumer shopper marketing analyst employees. Shopper marketing explores the subject of shopper marketing, which takes place in the store, aiming to turn shoppers into buyers at the point of purchase.
Study marketers now targeting shoppers at multiple touchpoints. Constant berkhout is a passionate practitioner of retail marketing and shopper insights. Unilevers shopper marketing program increases digital. Markus stahlberg 1 introduction this is not a book about new marketing or. The 35 contributors from top companies around the world have packed the book with practical advice on shopper needs and trends, retail environments, effective packaging and much more to equip product and brand managers, packaging experts, merchandising specialists and more with the tools they need to be. Nov 19, 20 what is the difference between trade marketing and shopper marketing. Such awardworthy campaigns deserve an equally impressive showcase, which is why the effie trophies were presented during a gala shopper marketing celebration at this years shopper marketing summit in schaumburg, il. Interactive shopper marketing in store engagement and acquisition. In the shopper marketing scorecard tab, enter your highlevel goals or objectives for your shopper marketing strategy. Use our shopper marketing strategy workbook to create scorecard that concisely outlines your shopper marketing strategy in terms of objectives, programs, metrics, and timeframes. Director, digital shopper marketing houghton is responsible for digital shopper market ing strategy and capability building for cocacola north america, which includes defining multiyear digital shopper strategies, building digital ca pabilities and creating innovative digital shopper solutions to activate along the path to purchase. What is the difference between trade marketing and shopper marketing. This is a piece of writing exploring customer experience within retail and how.
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