What makes great a Shopper Marketing Strategy…

There are two ways we think about Shopper Marketing Strategy. Firstly, developing effective Shopper Marketing
Activities. And secondly, maximising the impact of your core Shopper Assets.

Developing Effective Shopper Marketing Activities

We’ve helped a number of companies to develop a shopper marketing strategy and supporting activity plans. The best shopper marketing activities are strategic, not tactical. These activities follow a few key principles:

They are focused on
multiple purchases.
They are about getting shoppers to
buy now and in the
future.

They have a strong
connection to brand
activities. They are used to accelerate
brand activities.

They are repeatable.
They are based
around a common
theme (with tailored
executions each time). B follows A. C
follows B.

They encourage active
participation &
engagement from shoppers.

They are not based
around a price
discount. The activity
is the incentive to buy.

Maximising the Impact of Shopper Assets

Shopper assets are the key things the shopper sees in store – pack, shelf ready packaging, POS visuals & messages. We’ve helped a lot of companies build a consistent approach to developing assets that have maximum impact with shoppers. This approach is based on a few key principles:

It starts with the
shopper. It
is anchored in how
shoppers think,
behave and make decisions.

It is based on a simple
framework that is easy
to understand and
apply.

It identifies the most
important things for
the shopper. And
prioritises these things
in the asset’s design.

It looks at
things objectively.
Through a shopper
lens – so that you see
what the shopper is
likely to see.

It understands that
measurement is very
hard. So, it focuses on
applying learning and
consistently doing
more of what works.

To find out more about the other main areas we work in, please click on the relevant button below:

If you’d like to know more about…
What we do: Category Strategy, Shopper Communication & Selling Stories…Or…
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