Shopper Marketing

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 ...