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The idea behind the shopper marketing book was born as a result of the constantly increasing number of enquiries from our clients around the globe about references to this hot new topic, shopper marketing. The fact that Phenomena Group, as a company, had extensive experi- ence and insight on shopper marketing didn’t seem to be enough for our clients – they wanted to know what was the best written source on the topic. I had no choice but to answer that, even though the different aspects of the discipline have been covered quite well in internet arti- cles and books, not a single book dedicated solely to this new area of marketing was available. While doing research on the topic, I realized that shopper marketing had grown to be a significant global marketing phenomenon, something that could not have been foreseen in 2003 when our company, Phenomena Group, decided to focus on the area. From the very first moment when I got the idea of creating the book on shopper marketing I knew that I was about to commit to something very important, to a mission in completely uncharted territory. The research on the book was commenced in August 2007 and I very quickly realized that the best results would be achieved if I humbly took advantage of the best experts in the different fields of shopper marketing globally, rather than trying to author the book based on my own experience. Instead of focusing on the numerous vague buzz- words and phrases so common in the field of marketing, I wanted to provide the readers with an in-depth insight directly from the actual practitioners of the discipline. I decided to approach a vast array of experts in different areas of shopper marketing in order to gain as extensive an outlook on the topic as possible. I am happy to say that I think the approach turned out to be quite successful! The book was compiled during an exhaustive 20-month period. I engaged in relentless correspondence and face-to-face meetings with over 300 shopper marketing experts around the world. We ended up with 37 of the most prominent shopper marketing experts from four continents. Evaluating this intensive period afterwards, I realize x Preface xi that the information I have gathered exceeds that cumulated over my entire working history. I had to relinquish many myths regarding shopper behaviour and gained a more in-depth understanding of the nature of various new areas of shopper marketing. I am delighted to share the most important of these insights with you!
[...]... outlook into the various aspects of this new area of marketing Because of the emerging nature of the new practice, the contents of the book are compiled from 37 global practitioners and professionals of shopper marketing The extensive list of authors covers nearly all of the worldrenowned experts of the area The best way to approach the book depends on the nature of your interest in the topic, so there... Communications are most effective when they fit the needs and moods of consumers The shopper: same person, different context We need to integrate our thinking and our actions so that what we do in the store dovetails with what we do outside There are two keys to unlocking the power of shopper marketing The first is to develop communications within the point of purchase that acknowledge that the mindset... manufacturer in terms of both their shopper understanding and their ability to deliver relevant communications in-store A useful way to study the shopper is to map the path to purchase The mapping of the purchase path often utilizes a wide variety of research This mapping typically goes beyond the store to help identify critical junctures in the purchase process where relevant information and experience... with the predispositions people bring with them to the store Two broad strategies that can be employed to effect this are identification and disruption Strategy one: identification For brands that are the preferred choice of many consumers, the key point- of -purchase task is to make them as easy as possible for shoppers to find In a bricks-and-mortar store, the location, scale and visibility of the fixture,... delivered to shoppers (eg home, store, etc) The first path -to- purchase example is for flat screen TVs Building the purchase path using a diverse range of shopper information (eg observational research, surveys and secondary research), one begins to see how the decision process unfolds The flat screen TV purchase is relatively involved and expensive The purchase path is not very linear Shoppers turn to a... the mindset and motivation of a person shopping are very different from the mindset of someone watching, reading or listening to ads at home The second is to build presence in the store, with a robust understanding of the brand associations that already exist in the minds of consumers as the result of communication outside of the store Shopper marketing should be a seamless part of the marketing discipline,... visit the store; 2 sales receipt – the total amount of purchase; 3 aisle turn-in – how we get shoppers to visit an aisle, category or department; 4 category sales – sales from a single category, shelf or department; 5 shelf ‘stickiness’ – how we get better engagement at the shelf or better navigation, education or inspiration; 6 sales conversion – how we can improve sales conversion A typology of purchase. .. (86%) • 46% of shoppers affected by POS Figure 3.2 Flat screen TV path to purchase Shopper Marketing: The Discipline, the Approach 17 While this information has been modified for confidentiality, note that the proportion of shoppers who claim to want to purchase a specific flat screen TV brand going into the store is about twice as large as the percentage who actually purchase In the case of more traditional... with the corporate and marketing objectives and strategies Whatever is communicated to the shopper at the point of sales obviously needs to be fully consistent with the brand strategy and in line with the brand communication via other media channels In practice, however, there are often so many steps between strategy and in-store execution or so many different people involved in the process that crucial... What role does the category or shelf play for the retailers (eg destination category, impulse area, inspiration, etc)? Moreover, how does this category fit with the retailer’s calendar as well as the things the shopper is doing with the category during different times of the year? Go -to- market calendarization The calendar plays a critical role in the go -to- market process The calendar incorporates shopper . Congress Cataloging-in-Publication Data Stahlberg, Markus. Shopper marketing : how to increase purchase decisions at the point of sale / Markus Stahlberg, Ville Maila. p. cm. ISBN 978-0-7494-5702-0 . 27 5. Bringing shopper into category management 28 Brian Harris References 32 6. Illogic inside the mind of the shopper 33 Michael Sansolo Shopper- driving forces 34; Types of shoppers 35; Targeting. Planning for shopper marketing in a holistic framework 108; Testing in real-world shopper labs 109; Monitoring and tracking the impact of shopper marketing 109 18. The missing link: turning shopper