The Key Points in This Chapter
- Retailers will often be more interested in what suppliers know about shoppers rather than consumers.
- Dependent on the shopper mission and consumption occasion, more than 30 percent of final purchase decisions are made while standing in the retail environment.
- Shopper marketing is the act of improving revenue or equity through insight-led strategies and executions that convert the shoppers along their paths to purchase.
- If executed well, shopper marketing has the potential to influence the profit and loss statement in three specific areas.
Part A: Managing Joint Projects with Customers
“So,” said Reg, the managing director, “Shopmart want to know how to grow?”
In the room was a cross-functional group ...