Providing a 360º view of your shoppers and consumers
Shoppers today are influenced by a complex network of players, shaping their opinion, needs and purchase behaviour. 3,000 marketing messages a day reach the average consumer. Over 20,000 SKUs await shoppers in the supermarket. The choice can be overwhelming, confusing, tiring almost. At the same time, the economic downturn is changing purchase and consumption habits. There is a decline in loyalty to brands amongst consumers and a challenge to deliver value at all stages of the chain.
It is no longer a case of implementing traditional consumer marketing outside the store and trade promotions initiatives inside the store. The messages communicated need to be compelling and consistent both outside the store and in the store throughout the shopping journey.
Both retailers and manufacturers are increasingly realising the store’s potential as a marketing medium and are now targeting shoppers through more shopper-centric approaches, commonly called Shopper Marketing. Shopper marketing moves beyond traditional marketing and trade promotions to understand and engage the shopper and ultimately deliver an enhanced shopping experience.
For further information, download our report 'Providing a 360º view of your shoppers and consumers'. (PDF, 224 KB)