Chapter 2

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 ...

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