Shopper Marketing

Do you know how to influence your shopper along their ‘path to purchase’, and how to run brand activity instore that turns shoppers into buyers?

VISION

The shopper and retailer dynamics of today have changed radically compared to just ten years ago:

• Shoppers are increasingly looking to save on their groceries and to splash out elsewhere, driving down brand and retailer loyalty
• The proliferation and fragmentation of marketing media means the average shopper gets bombarded with over 3,000 marketing messages every day
• Retailers are increasingly successful at building their own brands and private label lines
• There is an increasing wealth of shopper insight available from EPOS and loyalty card data

The businesses that are holding onto their customers and profiting from these changes, are the ones who are focusing on shopper marketing activity. They are reaping solid returns on investment, for themselves as well as for their strategic retail partners.

What is shopper marketing?
Shopper marketing is about influencing the consumer when he/she is in ‘shopper mode’, and turning shoppers into buyers. Working jointly with the retailer, the idea is to transform shopper insights into programs in store that will directly lead to sales.

If you recognise that trade promotions can drive short term volume but erode brand value, then you are ready for the new discipline of shopper marketing. A discipline which builds business results by:

• Delivering proven ROI
• Directly tying expenditures to performance
• Building categories as well as brands
• Leading to more integrated marketing activity

Statistics support the shopper marketing concept:

• Companies that have integrated shopper marketing as an essential part of the marketing mix are growing 50% faster than the categories in which they participate.
• 90% of manufacturers with more advanced shopper marketing capabilities report that the discipline helps them effectively meet retailer needs and boost top-line growth.
• 86% of retailers rate shopper marketing programs among the top 4 activities that deliver truly meaningful ROI.

At Kinetic Consulting, we are ready to guide you down this winning path. We can help you develop strategies, tactics and capabilities so that you fully exploit the shopper marketing potential in your business.

ACTION

Our consultants intervene in a variety of ways to bring you the benefits of shopper marketing:

We provide workshops and hands-on learning to bring the shopper to life in your business, and we provide tools to help you evaluate the ROI of your current activities

We use your shopper data to generate actionable insights, and integrate these insights into your brand plans, sales activations and campaigns

We help you write your shopper marketing strategy, using the brand and sales expertise inherent in your business, thus providing your teams with a roadmap and a toolbox to work with

We develop and deliver shopper marketing training with your teams, so that you can enhance your shopper marketing capability and build expertise and self-sufficiency on an ongoing basis.

The outcome: Smart marketing spend that provides measurable results