New and growing, Shopper Marketing is one of the hottest trends in marketing today. It targets consumers while they are in the store and involves every aspect of the shopping experience, from promotions, displays and packaging to the store layout itself. According to a study by Deloitte, spending on shopper marketing has doubled since 2004. Procter & Gamble alone invests at least 500 million dollars a year in shopper marketing. Microsoft, IBM, Coca-Cola and Nestle all have their own shopper marketing units. This book combines the perspectives of 35 internationally recognized shopper marketing experts, among them renowned author Paco Underhill. Its three sections include research into shopper behavior [Insights]; interviews with experts [Strategy] and case studies of successful shopper marketing activities [Practice].
Author(s): Markus Stahlberg, Ville Maila
Year: 2010
Language: English
Pages: 240
Copyright
......Page 3
Table of contents
......Page 4
Preface......Page 11
Acknowledgements......Page 13
Introduction......Page 14
Part 1 - Definition: what is shopper marketing?......Page 16
1 Science of shopping......Page 18
Defining shopper marketing......Page 22
Strategy two: disruption......Page 23
Strategy three: enticement......Page 24
The shopper: same person, different context......Page 25
3 Shopper marketing: the discipline, the approach......Page 26
3Ss approach......Page 27
Go-to-market calendarization......Page 31
Conclusion......Page 32
Reference and further reading......Page 33
4 Seven steps towards effective shopper marketing......Page 34
Step one: start with the corporate and marketing objectives and strategies......Page 36
Step three: get an in-depth understanding of the current business situation at the key retailers......Page 37
Step five: know the shoppers and their shopping behaviour......Page 38
Step seven: execute with excellence and measure the results......Page 39
Reference......Page 40
5 Bringing shopper into category management......Page 41
References......Page 45
6 Illogic inside the mind of the shopper......Page 46
Shopper-driving forces......Page 47
Types of shoppers......Page 48
Targeting consumer segments......Page 49
7 For shoppers there’s no place like home......Page 51
Appeasing the picky child......Page 52
Home experiences generate cultural tasks, not need states......Page 53
Methodology......Page 56
All are one......Page 57
Credibility is key......Page 58
Tracking trends......Page 59
Complex shopper decisions......Page 61
Health......Page 62
Provenance......Page 63
The paradox of packaging......Page 64
Retailing is a relationship business......Page 66
The ‘give-gets’ of the shopper in the store......Page 67
Relating single-item purchases to individual shoppers......Page 68
Time as the measure of shopping......Page 69
Participating with the shopper – ‘active retailing’......Page 71
Angst: a vague, unpleasant emotion......Page 76
Choices, choices, choices......Page 77
Reference......Page 80
11 Making your brand part of a shopper solution......Page 81
Engineering solutions......Page 83
Adjacencies, insights and investments......Page 84
Speaking with shoppers......Page 85
Part 2 - Strategy: how to approach shopper marketing......Page 86
Introduction......Page 88
The eyes have it......Page 89
A harmonious relationship......Page 90
Scents of place......Page 91
Taste sensation......Page 92
My place, my space, my experience......Page 93
Retailing versus routine......Page 95
E-tailing: reaching customers at home and at work......Page 96
Tailing: innovating retail for the future......Page 97
Tailing in Nau: webfront meets the homefront......Page 98
Summary......Page 100
14 Retail media: a catalyst for shopper marketing......Page 101
15 Integrated communications planning for shopper marketing......Page 106
Evolution of media and retail – engaging consumers who are in control......Page 107
Measuring the effectiveness of the store as a marketing weapon......Page 109
Seven barriers to development of shopper marketing......Page 111
Right place, wrong time......Page 112
16 The conversion model for shopper research......Page 113
17 In-store measurements for optimizing shopper marketing......Page 118
A breakthrough measurement platform using in-store video......Page 119
Understanding shopping behaviour......Page 120
Planning for shopper marketing in a holistic framework......Page 121
Monitoring and tracking the impact of shopper marketing......Page 122
Fewer decisions are taken in-store than previously thought......Page 124
Some implementation examples of these findings......Page 128
The search for the right message at POP sometimes involves breaking the existing category rules......Page 129
References......Page 130
19 Capitalize on unrealized demand among shoppers......Page 131
20 The loyalty ecosystem within your shopper environment......Page 138
Understand your segments......Page 139
Enhance the customer environment......Page 140
21 Overcoming common mistakes in shopper-centric retailing......Page 142
Don’t underestimate what it takes......Page 143
You can’t do analysis in isolation......Page 144
Expand your horizon – at least beyondthe fiscal year......Page 145
22 Touching the elephant......Page 147
The elephant......Page 148
The blind men......Page 151
Moral of the parable......Page 154
Introduction......Page 155
Shopper marketing and chain strategy......Page 156
The crucial role of strategic partnerships......Page 157
Conclusion......Page 160
24 Collaborating to ensure shopper marketing execution......Page 162
Introduction......Page 166
Successful shopper marketing programmes are an expression of shopper-centric thinking and a deeply rooted shopper-centric culture......Page 168
Effective shopper marketing programmes are shaped by a company’s commitment to earn and grow shoppers’ lifetime loyalty......Page 171
Effective shopper marketing programmes are informed by an intimate, household-level understanding of shopper behaviour and its influences......Page 176
Successful shopper marketing programmes are recognized by both retailers and manufacturers as an area of strategic collaboration......Page 179
Successful shopper marketing programmes are managed as a dynamic set of activities benefiting from continual measurement and improvement......Page 181
In closing, an encouragement......Page 184
Reference......Page 185
Part 3 - Execution: what is shopper marketing in action?......Page 186
Shopper-oriented promotions......Page 188
Getting back to basics......Page 189
Big, colourful, simple......Page 190
The reason why......Page 191
Innovation means cost-efficiency......Page 193
Russian retailer environment......Page 194
Nestlé Group shopper approach in Russia......Page 196
Cases and implementation......Page 197
The story of Sue......Page 201
The shopper as a hero......Page 204
29 Winning shoppers with cause marketing......Page 211
Be in for the long term and integrate......Page 212
Identify the actionable insight......Page 213
Avoid compassion fatigue......Page 214
Measure, measure, measure......Page 215
Winning shoppers with cause marketing......Page 216
Creating value for customers......Page 218
Communicating through the shopping trip......Page 220
An organizational endeavour......Page 222
Pricing tipping points: managing price gaps based on shopper perceptions......Page 223
Six dimensions of price image: the building blocks of a shopper-oriented pricing strategy......Page 225
Packaging as your most efficient marketing investment......Page 228
Packaging makes more of an impression......Page 229
Packaging is no longer strictly three-dimensional......Page 230
Consumers have become more in tune with packaging......Page 231
You must stay in tune with your packaging......Page 232
For many products, packaging is their sole form of advertising......Page 233
Increased role of shopper marketing......Page 234
Designing for the shopper: six principles to drive effective packaging......Page 235
Driving success: including the shopper in the design process......Page 244
What is the most cost-efficient form of in-store campaigning?......Page 246
Phase one: choose the most profitable objective......Page 247
Phase two: choose the most effective promotion mechanism......Page 249
Phase three: implement package promotion as a process......Page 251
Index......Page 254
