Chapter 8

The Key Points in This Chapter

  • The third step in the shopper marketing model is path to purchase activation; this is where you turn the conversion opportunity identified in the second step, into an activa-tion that addresses shopper barriers.
  • Category management is a core component of this step.
  • Category management is able to improve sales or profits because shopper behavior is malleable and open to influ-ence through in-store marketing tactics like shelf display and location.

Part A: Shopper-Led Category Management

“What you put at peoples’ elbows, they buy. It’s one of the simplest tricks a supermarket uses.” It was the third Thursday of the month and Simon was out replenishing household supplies with his dad.

In the 40 years his ...

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