Modern supermarkets aren’t just warehouses full of products, they are carefully planned and managed retail environments that are constantly trying to affect the decisions made by its customers – all thanks to shopper marketing.
You may now be asking; “what is shopper marketing?” Well the exact shopper marketing definition is a source of much discourse, but simply put, shopper marketing is an advertising approach that takes place within the retail environment. By leveraging shopper insights, brands, manufacturers and retailers attempt to change shopper behaviour through in-store advertising, promotion and other strategies.
It is important to note that this is “shopper marketing” and not consumer marketing. Since the main goal of shopper marketing is to change shopper behaviour in the short-term and within a retail environment, it is less important whether the shoppers in question are also the consumers – retail marketing is just interested in making sales.
How does effective shopper marketing take place? The process starts with a brand, retailer or manufacturer really understanding their categories and the behaviours of their customers. With these insights retailers and brands can then work to try and influence customers towards buying different brands than usual or even whole new products that they wouldn’t have otherwise purchased.
If you have ever walked into a shop for groceries, a magazine or anything else – you will have been subjected to shopper marketing – companies will have been trying to influence you into making a purchase you might not have otherwise made.
Some examples of shopper marketing strategy are very obvious; money off coupons and free samples are something everyone is familiar with. Both strategies are looking to impact your decision-making and get you to make a purchase there and then (shopper marketing is less interested in creating long last impressions.) A free sample of food in a grocery store, for example, can catch a shopper right at the time when they are most likely to make a decision based on their appetite.
Other approaches are a little subtler and can take many different forms depending on the product, the category and the target customer base. During football season, for example, snack and drink brands often theme their packaging and run campaigns to promote their products as being essential companions to watching a game – meaning that people interested in the football season are more likely to make impulse purchases of that brand. This is exactly what Carling has done with their recent £10 off football shirts campaign.
Similarly, retail stores will often have themed displays to influence shopping habits and behaviour, this can include in-store sweet displays for Halloween or crates of beer for New Year’s Eve. Such activities can be used to create category growth that benefits the retailer as well as effect change in market share for particular brands or manufacturers.
Shopper marketing techniques can provide a huge benefit to certain channels and can massively increase the value of impulse sales. If you think that shopper marketing techniques are right for you, then SBXL is the company you need to talk to for unparalleled business insight. Our team of experts can help you today, just call us on 01543 255 259 or email us at firstname.lastname@example.org