Why is shopper marketing important

But consumer marketing only gets the real benefits if you do shopper marketing well. Catch 22? Not at all. Shopper marketing teams need to engage consumer marketing. They need to explain the benefits clearly. Then they need to deliver. But with work, effort and cooperation, it is possible for consumer marketers to engage fully with shopper marketing teams and receive all of the benefits listed above.

But remember. If you want consumer marketing to engage, then choose your definition of shopper marketing carefully! Your email address will not be published. Learn more about our training, coaching and more We're happy to tailor any of our programs to meet your needs and budget.

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This eBook provides marketers and executives in the consumer goods industry with a comprehensive introduction to conducting great shopper research. It outlines essential key concepts you need to know, whether research is being conducted in-house or through a research agency.

To get you started we have also included a checklist to refer back to to ensure that your next research project yields the best results and return on investment. Learn how to deliver the best ROI from shopper research Learn the importance of research briefs and research partners and how they can make or break a shopper research Get a free checklist of the elements essential to conducting great shopper research that you must know.

Skip to content. Latest insights and opinions from the engage blog Eight reasons why consumer marketing teams should support shopper marketing. Published on April 20, By Mike Anthony.

Consumer marketing teams see shopper marketing as tactical, and therefore of lower importance But beyond ego, there is usually a bigger issue. Getting consumer marketing on board depends on the definition of shopper marketing So if shopper marketers want to be taken seriously as strategic partners with consumer marketers, then success will depend on what type of shopper marketing is being practiced.

Why should consumer marketing teams actively support the development of shopper marketing? Effective shopper marketing helps drive consumption Shopper marketing should be about changing shopping behavior.

Effective shopper marketing helps drive the right consumption Hidden in that definition is another important marketing word. Effective shopper marketing makes your brand more meaningful in the store This targeting leads to a softer, but still important benefit for consumer marketers. Effective shopper marketing helps improve brand economics by improving trade spend effectiveness Yes, I know that in many if not most! Effective shopper marketing improves brand image How many impressions do your ad campaigns create?

Effective shopper marketing improves alignment across marketing, trade marketing and sales An effective shopper marketing process brings alignment across the commercial functions.

Effective shopper marketing helps garner meaningful support from retailers Lastly, effective shopper marketing is much more likely to bring support from retailers. Consumer marketing and shopper marketing, working together, is powerful Great shopper marketing needs consumer marketing support. The growing importance of shopper marketing By Joss Davidge Insights. Economic climate — shoppers are looking for ways to save money, driving down brand and retailer loyalty. Never has it been more critical for brands to provide strong reasons to buy.

Own brand focus — retailers are investing heavily in their own brands, so manufacturers need to find ways to work with them for mutual benefit. Wealth of data — loyalty cards and EPOS data are opening up more opportunities for brands and retailers to analyse and predict shopper behaviour. A digital superstar is born in AR singing competition, Alter Ego. A new augmented reality world for Whitlock's, a kraft heinz brand. We're evolving into the agency of the future. Dr Tim Holmes used eye-tracking technology to bust a few shopper marketing myths.

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To send to more than one recipient, put a comma between email addresses. Purchase behaviour Emotion Consumer decision making. Emotional connections and associations Simply, emotionally engaged consumers are less price sensitive, less likely to buy from competitors, and three times more likely to recommend and repurchase. Sign up for daily news.

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