What is shopper marketing

Measurement for shopper marketing has evolved from large samples and long analysis periods toward real-time, one-to-one customer connections with the ability to continuously reach that same person over time. And more importantly, each next marketing message is informed by that person's last marketing engagement, as well as their broader purchase history. With a more traditional shopper marketing approach, like a point-of-purchase display in-store signage , a shopper marketer could add the display to a store, then see if sales went up at that location, and compare against a store without that signage.

In a digital context, there's infinitely more information that can be tied back to an individual directly along their path to purchase. For instance, shopper marketers can know that a person saw a display ad and an in-app ad for razors with the option of picking them up next time they're at a certain convenience store chain, and then measure that at the point of sale with the retailer online or offline.

Over the past year, there has been a proliferation of retail media networks cropping up from brands like Walgreens, Target, Home Depot and so many more. Download: The brand marketer's guide to retail media spend. Retailers have a wealth of detailed, privacy-compliant first-party data that can be activated within retail media networks and shared with their brand partners.

Combining this data with real-time digital activation, shopper marketers who work with retailers that base their media networks in identity can understand their current and prospective target shoppers on an individual, one-to-one level, and then serve them messaging that actually matters to them at the right time.

As you evaluate your efforts early on, consider valuable metrics of success like increasing website traffic, improving lead quality, optimizing conversion rates and creating more repeat customers. Successful shopper marketing is, among other things, a product of consistency. Allocate dollars to provide ongoing support in the form of audience acquisition, digital ad creation, content production, and in some cases, agency services.

With all of this considered, how much should you spend? Make a strong enough impact without adversely affecting your bottom line. Keep in mind that shopper marketing is a long-term brand building strategy. Make sure to plan for a month campaign before reassessing your efforts. Since most shopper marketing takes place online, the process can feel cumbersome and overwhelming. Getting wrapped up in the fine-tuning of your online presence can easily distract you from your goals.

Ensure your target audience knows who you are and where your products are sold. Visibility today means strategic ad placement paired with compelling creative. However, you do not own your fans and followers on these platforms, making it imperative to utilize social media as a means for building your own proprietary audience base.

But keep in mind that organic growth on social media has become a thing of the past. Build your audience in target markets and around target retailers. Create ads that support your physical footprint, actively grow your social media audience , keep sharing content that drives website traffic and conversions, and migrate those qualified leads into your CRM database.

While conversion is the goal, the consideration phase is where you identify your value proposition. This part of the process is arguably the most important as it gives your consumers a reason to keep coming back.

Give them one more reason to buy. Imagine conducting your online efforts the same way you would if you owned a brick-and-mortar store. Conversion primarily means 3 things:.

Consider this an investment in the long-term success of your brand! What is Shopper Marketing? The best way to define shopper marketing is to understand it in comparison to retail marketing. About This Shopper Marketing Strategy Guide Within this guide, we explore shopper marketing through the lens of a B2C sales funnel, providing content primarily relevant for Consumer Packaged Goods CPG brands partnering with retailers and operating in the grocery industry.

Once the plan has identified the features that it will emphasize, the company designs marketing materials that reflect this message. Marketers examine how a product is packaged, the way it is placed on the shelf, the products around it, and its overall place in a store. For example, gum makers sell more gum when it is next to the register than stocked in the candy aisle. The final step of the plan will be to study and evaluate its effectiveness.

As the plan is being developed, metrics should be identified that clearly define the goals of the campaign and the measures of success. This could mean anything from increasing sales, to gaining an advantage over a competitor, or shifting the perception of a brand.

The campaign should be evaluated at multiple times throughout its duration, and if targets are not met, the campaign should experiment with new marketing strategies.

Packaging designers create the packages that products are sold in. In many ways, the packaging is a miniature advertisement. The packaging designer will try to communicate brand messages to the customer while maximizing the visual impact of the product.

A degree in marketing is helpful, but not absolutely necessary to become a packaging designer. Many designers enter the field after getting degrees in graphic design or fine arts. Interactive designers create the interfaces that allow customers to interact with companies using technology.

For instance, the ordering process on Amazon. Online shopper marketing relies on interactive designers to make the ecommerce experience as easy as possible for customers and as flexible as possible for marketers. Interactive designers are not required to have a degree in marketing, but it can be extremely helpful.

They have to understand the complicated process behind influencing customer behavior. Ultimately, their goal will be to align the needs of the retailer and the customer as closely as possible. Many enter the field after getting degrees in programming or computer science. And this means using data. You need to obtain the data pertaining to your different products and then use it to craft the ideal or most favorable shopper experience for all of your customers.

You also have to ensure that you have adequate resources and tools to acquire this data and then implement effective solutions. Note that for most businesses, a dedicated and experienced shopper marketing team takes care of this process.

With the evolution in technology and consumer preferences, innovations and improvements in shopper marketing will undoubtedly follow. You should know that the future of CPG or FMCG companies can be quite favorable as long as they take notice of essential consumer shifts and trends to better align their products and brand.

It is no secret that the use of accurate data in order to influence and affect shopper marketing decisions will grow in the future. One of the best things is that it is much easier and quicker than in the past to gather and evaluate millions of retail data points, such as market intelligence, which may shed some light and provide insights on shopper behavior.

Premise is helping customers around the world to gain in-the-moment insights. Email us at info premise. An Introduction to Shopper Marketing.