Shopper marketing

Recently Shopper Marketing has emerged as the new way to understand customers motivators of purchase.

It is far more focused on a strategic approach to marketing and less concerned with the short term gains of promotions and trade marketing.The long term is the objective, to increase sales but on a sustained basis.

A key plank in the thinking is that it is about selling to the shopper and not the consumer…

Radical approach given that the broadcast method of advertising and promotion has been used up until now. Generally everyone gets to hear about every offer…OK you could argue that loyalty points target your past purcahses but do they predict future decisions?

Current economic conditions make it even more imperative to make sure that customers are treated as individuals and that we are not all the same…we all have different routes to that till and getting underneath the skin of shoppers is where gains will be made.

Customer research is changing,mystery shopping and the mass of statistical information that retailers have plays a part but the approach is decidedly more shopper focused on the customer experience.

How many of us go out with the intention of buying X and come away with Y? We are brand fickle and cost concious…

This thinking is beginning to become more mainstream..O2 Rewards are catching on to the Shopper Marketing approach.

New services will undoubtedly emerge quickly but one innovation caught our eye..it’s called Beep Treat ..

It essentially allows customers to scan a Beep Treat poster and get a treat, discount etc, that can be used straight away..it also lets you post a Like to the Facebook page of the shop that you are in..

Smart technology that uses Social Media to drive sales and create brand advocacy as well as deploying new thinking…shoppers are not all the same and have differing purchase motivators..choice is important

View Angus Grady ✩Customeyes Research✩0845 6885272′s profile