ym2 - elite - 019. shopper marketing - thuyet - phong
DESCRIPTION
YM 2TRANSCRIPT
SHOPPER MARKETING
By Thuyet & Phong
Path to Purchase
Path to Purchase
Effective shopper marketing needs to successfully
answer these 5 questions…
What consumption opportunities
exist?
Which shoppers will
support these?
Where can you influence
these shoppers?
What is required in-
store?
What investment is
needed?
Let’s put that in action…
Availability should be the primary focus.
Grab the attention as fast as possible. Stand out
of many competitors products in the area
Deliver the characteristic of the brand so shoppers
feel connected.
Promotion is also an effective pushing tool, but be
caution with the brand image and value.
Items should be displayed in full stock or….
…in nice arrangement that create a
sense of beauty
Catch the attention or at least tell the consumers that
“We are here. Come, come !” right from the start
Keep the brand equity to communicate
brand characteristic…
Keep the products at the best condition when it comes to the
consumers, since it is their experiences that bring brand connection
And do not forget an “attractive price”
(like 12,900 rather than 13,000)