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 ...