Description
This is presentation that discuss topics like drivers of shopper marketing, difficulties and influencers of shopper marketing, factors influencing purchasing behavior out of store, factors influencing in store selection.
PRESENTED BY
GROUP 3
? Shopper
? Not
Marketing definition
limited to in-store activities growing behaviour
? Fastest ? Buying
? Opportunity
to reach shoppers all along the
path to purchase
? Opportunity
to create more collaborative
trade relations
? Opportunity
to better manage recession-
driven price pressures
GMA’s Shopper Marketing Committee
?
How
are
shoppers’
purchasing
behaviours
affected
elements?
?
by
different
shopper
marketing
behaviours
How
are
shoppers’
purchasing
affected by in-store marketing versus out-ofstore marketing?
?
What are the best measurement models gauging the effectiveness of in-store marketing versus out-of-store marketing?
? Develop
? Booz
practical insights
& Company partnered with SheSpeaks was conducted in three parts
? Survey
1)
3600 participants completed an online preshopping survey
2) 3)
2200 completed an online post-shopping survey participants were invited to discuss experiences
? No
aligned shopper marketing initiatives to other demand generating capabilities such as advertising and promotion along path of purchase are not able to consistently convert shopper marketing insights into actions with measurable ROI
? Manufacturers
? Future
path of shopper marketing is affected by pressures in the retail environment
The future of shopper marketing is heavily dependent on the actions of manufacturers and retailers ? Shopper marketing clearly has tremendous potential and considerable momentum. ? Shopper marketers must enhance sales and brand equity. Like all marketing, shopper marketing must be linked to specific brand objectives. ? Shopper marketing can thus play a critical role as part of a brand’s overall growth strategy. ? They can’t approach this work in a monolithic way; one size does not fit all in shopper marketing.
?
? Manufacturers
and retailers needs to undertake integrated efforts to support 4 supporting pillars:
1. 2. 3. 4.
Analytics Processes Technologies Organization support
? In
Shopper marketing Effort should be Integrated than Siloed
doc_330672298.pptx
This is presentation that discuss topics like drivers of shopper marketing, difficulties and influencers of shopper marketing, factors influencing purchasing behavior out of store, factors influencing in store selection.
PRESENTED BY
GROUP 3
? Shopper
? Not
Marketing definition
limited to in-store activities growing behaviour
? Fastest ? Buying
? Opportunity
to reach shoppers all along the
path to purchase
? Opportunity
to create more collaborative
trade relations
? Opportunity
to better manage recession-
driven price pressures
GMA’s Shopper Marketing Committee
?
How
are
shoppers’
purchasing
behaviours
affected
elements?
?
by
different
shopper
marketing
behaviours
How
are
shoppers’
purchasing
affected by in-store marketing versus out-ofstore marketing?
?
What are the best measurement models gauging the effectiveness of in-store marketing versus out-of-store marketing?
? Develop
? Booz
practical insights
& Company partnered with SheSpeaks was conducted in three parts
? Survey
1)
3600 participants completed an online preshopping survey
2) 3)
2200 completed an online post-shopping survey participants were invited to discuss experiences
? No
aligned shopper marketing initiatives to other demand generating capabilities such as advertising and promotion along path of purchase are not able to consistently convert shopper marketing insights into actions with measurable ROI
? Manufacturers
? Future
path of shopper marketing is affected by pressures in the retail environment
The future of shopper marketing is heavily dependent on the actions of manufacturers and retailers ? Shopper marketing clearly has tremendous potential and considerable momentum. ? Shopper marketers must enhance sales and brand equity. Like all marketing, shopper marketing must be linked to specific brand objectives. ? Shopper marketing can thus play a critical role as part of a brand’s overall growth strategy. ? They can’t approach this work in a monolithic way; one size does not fit all in shopper marketing.
?
? Manufacturers
and retailers needs to undertake integrated efforts to support 4 supporting pillars:
1. 2. 3. 4.
Analytics Processes Technologies Organization support
? In
Shopper marketing Effort should be Integrated than Siloed
doc_330672298.pptx