Shopper Marketing : How to Increase Purchase Decisions at the Point of Sale

by Stahlberg, Markus; Maila, Ville

• ISBN13: 9780749457020
• ISBN10: 0749457023
• Format: Hardcover
• Copyright: 2009-12-28
• Publisher: Kogan Page Ltd

Summary

The aim of shopper marketing is to turn shoppers into buyers at the point of purchase. A relatively new area of marketing, it is attracting increased investment year on year - and according to surveys is growing even faster than internet advertising, with an expected annual growth rate of 21 per cent by 2010.

Author Biography

Markus Stahlberg and Ville Maila are the CEO and Planning Director, respectively, of Phenomena Group Ltd, the first shopper marketing company in Europe.

Table of Contents

Preface	p. x
Acknowledgements	p. xii
Introduction	p. 1
Definition: what is shopper marketing?	p. 3
Science of shopping	p. 5
Point of view on shopper marketing	p. 9
Introduction	p. 9
Defining shopper marketing	p. 9
identification	p. 10
disruption	p. 10
The role of packaging	p. 11
What role do in-store media have to play?	p. 11
enticement	p. 11
The shopper: same person, different context	p. 12
Shopper marketing: the discipline, the approach	p. 13
3Ss approach	p. 14
Go-to-market calendarization	p. 18
Conclusion	p. 19
Reference and further reading	p. 20
Seven steps towards effective shopper marketing	p. 21
start with the corporate and marketing objectives and strategies	p. 23
make the right choices	p. 24
get an in-depth understanding of the current business situation at the key retailers	p. 24
get an in-depth understanding of key retailers' organization, objectives and strategies	p. 25
know the shoppers and their shopping behaviour	p. 25
develop a shopper marketing strategy and plan as part of tailored and complete account plans	p. 26
execute with excellence and measure the results	p. 26
Reference	p. 27
Bringing shopper into category management	p. 28
References	p. 32
Illogic inside the mind of the shopper	p. 33
Shopper-driving forces	p. 34
Types of shoppers	p. 35
Targeting consumer segments	p. 36
For shoppers there's no place like home	p. 38
Appeasing the picky child	p. 39
Emerging lessons from the home experience: the genesis of true brand loyalty is often the home	p. 40
Home experiences generate cultural tasks, not need states	p. 40
Shopper mega-trends: health, wellness and the environment	p. 43
Methodology	p. 43
High interest	p. 44
All are one	p. 44
Cross-fertilization	p. 45
Use multiple benefits	p. 45
Credibility is key	p. 45
Set a standard	p. 46
Instant gratification	p. 46
Tracking trends	p. 46
Understanding shoppers' complex decisions	p. 48
Complex shopper decisions	p. 48
Values and value	p. 49
Health	p. 49
Provenance	p. 50
Ethics and the environment	p. 51
The paradox of packaging	p. 51
The three shopping currencies	p. 53
Retailing is a relationship business	p. 53
The 'give-gets' of the shopper in the store	p. 54
Relating single-item purchases to individual shoppers	p. 55
Time as the measure of shopping	p. 56
Time is opportunity to sell	p. 58
Participating with the shopper - 'active retailing'	p. 58
Understanding shopper behaviour vis-a-vis understanding products	p. 63
Angst: a vague, unpleasant emotion	p. 63
Choices, choices, choices	p. 64
Reference	p. 67
Making your brand part of a shopper solution	p. 68
Engineering solutions	p. 70
Adjacencies, insights and investments	p. 71
Speaking with shoppers	p. 72
Strategy: how to approach shopper marketing	p. 73
Connecting, engaging and exciting shoppers	p. 75
Introduction	p. 75
The eyes have it	p. 76
A harmonious relationship	p. 77
Scents of place	p. 78
The power of touch	p. 79
Taste sensation	p. 79
My place, my space, my experience	p. 80
Tailing your shoppers: retailing for the future	p. 82
Retailing versus routine	p. 82
E-tailing: reaching customers at home and at work	p. 83
Tailing: innovating retail for the future	p. 84
Tailing in Roppongi Hills: comfort and convenience	p. 85
Tailing in Nau: webfront meets the homefront	p. 85
Tailing in Boots: location is everything	p. 87
Summary	p. 87
Retail media: a catalyst for shopper marketing	p. 88
Integrated communications planning for shopper marketing	p. 93
The 'target consumer' - moving out of the cross-hairs	p. 94
Evolution of media and retail - engaging consumers who are in control	p. 94
Measuring the effectiveness of the store as a marketing weapon	p. 96
Seven barriers to development of shopper marketing	p. 98
Right place, wrong time	p. 99
The conversion model for shopper research	p. 100
In-store measurements for optimizing shopper marketing	p. 105
A breakthrough measurement platform using in-store video	p. 106
Understanding shopping behaviour	p. 107
Planning for shopper marketing in a holistic framework	p. 108
Testing in real-world shopper labs	p. 109
Monitoring and tracking the impact of shopper marketing	p. 109
The missing link: turning shopper insight into practice	p. 111
Fewer decisions are taken in-store than previously thought	p. 111
Some implementation examples of these findings	p. 115
The search for the right message at POP sometimes involves breaking the existing category rules	p. 116
The road to successful implementations	p. 117
References	p. 118
Capitalize on unrealized demand among shoppers	p. 118
The loyalty ecosystem within your shopper environment	p. 125
Understand your segments	p. 126
Segment ahead of the curve	p. 127
Enhance the customer environment	p. 127
Overcoming common mistakes in shopper-centric retailing	p. 129
Don't underestimate what it takes	p. 130
Don't think category, think shopper	p. 131
You can't do analysis in isolation	p. 131
Stop trying to cast the net so wide	p. 132
Expand your horizon - at least beyond the fiscal year	p. 132
Touching the elephant	p. 134
The elephant	p. 135
The blind men	p. 138
Moral of the parable	p. 141
Shopper marketing as a crucial part of retailer partnership	p. 142
Introduction	p. 142
Shopper marketing and chain strategy	p. 143
The crucial role of strategic partnerships	p. 144
Conclusion	p. 147
Collaborating to ensure shopper marketing execution	p. 149
Putting the shopper into your marketing strategy	p. 153
Introduction	p. 153
Successful shopper marketing programmes are an expression of shopper-centric thinking and a deeply rooted shopper-centric culture	p. 155
Effective shopper marketing programmes are shaped by a company's commitment to earn and grow shoppers' lifetime loyalty	p. 158
Effective shopper marketing programmes are informed by an intimate, household-level understanding of shopper behaviour and its influences	p. 163
Successful shopper marketing programmes are recognized by both retailers and manufacturers as an area of strategic collaboration	p. 166
Successful shopper marketing programmes are managed as a dynamic set of activities benefiting from continual measurement and improvement	p. 168
In closing, an encouragement	p. 171
Reference	p. 172
Execution: what is shopper marketing in action?	p. 173
Increasing shopper marketing profitability with innovative promotions	p. 175
Shopper-oriented promotions	p. 175
Getting back to basics	p. 176
Increasing purchase decisions	p. 177
Does the trade love your brand?	p. 177
Big, colourful, simple	p. 177
The reason why	p. 178
Innovation means cost-efficiency	p. 180
Nestle Rossiya, Russia	p. 181
Russian retailer environment	p. 181
Nestle Group shopper approach in Russia	p. 183
Cases and implementation	p. 184
Using emotional insight in shopper marketing	p. 188
The story of Sue	p. 188
The shopper as a hero	p. 191
Winning shoppers with cause marketing	p. 198
Find an issue your core customer cares about	p. 199
Be in for the long term and integrate	p. 199
Identify the actionable insight	p. 200
Engage the local community	p. 201
Avoid compassion fatigue	p. 201
Measure, measure, measure	p. 202
Allow your programme to evolve	p. 203
Winning shoppers with cause marketing	p. 203
Tesco Fresh & Easy, USA	p. 205
Creating value for customers	p. 205
Communicating through the shopping trip	p. 207
An organizational endeavour	p. 209
Shopper-oriented pricing strategies	p. 210
Pricing tipping points: managing price gaps based on shopper perceptions	p. 210
Six dimensions of price image: the building blocks of a shopper-oriented pricing strategy	p. 212
Packaging can be your best investment	p. 215
Packaging as your most efficient marketing investment	p. 215
Packaging makes more of an impression	p. 216
Through its package!	p. 217
Packaging is no longer strictly three-dimensional	p. 217
Consumers have become more in tune with packaging	p. 218
You must stay in tune with your packaging	p. 219
For many products, packaging is their sole form of advertising	p. 220
Packaging as the 'fifth P' in your marketing mix	p. 221
Increased role of shopper marketing	p. 221
Six principles to drive effective packaging	p. 222
Designing for the shopper: six principles to drive effective packaging	p. 222
Driving success: including the shopper in the design process	p. 231
How to maximize ROI with package promotions	p. 233
Is the package of daily consumer goods a mass medium?	p. 233
What is the most cost-efficient form of in-store campaigning?	p. 233
choose the most profitable objective	p. 234
choose the most effective promotion mechanism	p. 236
implement package promotion as a process	p. 238
Index	p. 241
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