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Shopper Marketing by Paul Barnett

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Chapter 5

The Key Points in This Chapter

  • The second step in shopper marketing is to identify a shop-per conversion opportunity.
  • An increase in shopper conversion will lead to increased profit and shopper loyalty.
  • There are five key ways of finding a conversion oppor-tunity, ranging from simple (e.g., outlet or scan data) to advanced (e.g., shopper funnel data).
  • It is not necessary to have a conversion opportunity to execute shopper marketing but without it, it is difficult to show the retail impact of your activations when evaluating them.

Part A: Finding a Shopper Conversion Opportunity

“Think of it like a marketing funnel” Simon was trying to explain to the project team how they would turn their category vision into something more tangible ...

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