O'Reilly logo

Shopper Marketing by Paul Barnett

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

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 ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required