Shopper marketing in six steps

WORKSHOPS

Marketing and communications agencies are in turmoil as they’ve seen

marketing spend move from ‘above the line’ to in-store (shopper

marketing). New skills and knowledge is required, previously the domain of

retail marketers. The shopper is now the center of attention, along with PoP

(point of purchase) and the elusive ‘moment of truth’.

Shopper marketing is a new area for most brand marketers and as such,

there is relatively little knowledge and experience, as this new discipline

evolves. There’s also misrepresentations and sweeping statements

purveying the trade, such as ‘70% of all purchase decisions are made at

point of purchase’. Our experience is this is not entirely true. From our own

research, we know this can vary greatly by category and the effect of ATL is

still very much alive and kicking, albeit in a different form and effect.

70% of all purchase decisions are made at point of purchase?

Social media has empowered

the consumer shopper

What’s changed?

1

Shopper marketing has taken

centre stage 2

Advertising + distribution =

powerful brands, less relevant 3

The shopper has gone online

and mobile 4

Learn the latest thinking in shopper marketing and how to apply this new approach

THE WORKSHOPS

Designed as easy to follow workshop modules, with

discussion points and practical exercises

1

�What is shopper marketing all about?

The first module covers the great

changes and drivers behind the

trade and how and why this has

evolved into shopper marketing.

�The retailer

Understanding the needs and

approach of the retailer is critical

for any brand’s success.

�Shopper versus consumer

Explores how and why shoppers

differ from consumers and how to

market to them. Who is the new

‘prosumer’?

�Shopper ergonomics and behaviour

This is a set of two interrelated

modules where ergonomics and

2

behaviours are synonymous with

natural human factors. This

demonstrates how and why these

two factors are the basis of good

shopper marketing.

�Great shopper marketing

How to achieve effective shopper

marketing. Looks at strategies and

tactics and explores how to apply

them to your category.

�Shopper research: the first step

What are the best tools to employ

and how to go about it? This gives

advice and what not to do.

Contact: Michael Fodor

Radius EMEA 238 St John Street | London EC1V 4PH | United Kingdom Tel +44 (0) 203 130 0713 mfodor@radius-global.com

Learn the latest thinking in shopper marketing and how to apply this new approach