Shopper Marketing

New and growing, Shopper Marketing is one of the hottest trends in marketing today. It targets consumers while they are in the store and involves every aspect of the shopping experience, from promotions, displays and packaging to the store layout itself. 

This book combines the perspectives of 35 internationally recognized shopper marketing experts, among them renowned author Paco Underhill.  Its three sections include research into shopper behavior [Insights]; interviews with experts [Strategy] and case studies of successful shopper marketing activities [Practice].

New and growing, Shopper Marketing is one of the hottest trends in marketing today. It targets consumers while they are in the store and involves every aspect of the shopping experience, from promotions, displays and packaging to the store layout itself.  According to a study by Deloitte, spending on shopper marketing has doubled since 2004.  Procter & Gamble alone invests at least 500 million dollars a year in shopper marketing. Microsoft, IBM, Coca-Cola and Nestle all have their own shopper marketing units.

This book combines the perspectives of 35 internationally recognized shopper marketing experts, among them renowned author Paco Underhill.  Its three sections include research into shopper behavior [Insights]; interviews with experts [Strategy] and case studies of successful shopper marketing activities [Practice].

Part 1: Definition: what is shopper marketing?         

1.         Science of shopping   

2.         Point of view on shopper marketing  

3.         Shopper marketing: the discipline, the approach       

4.         Seven steps towards effective shopper marketing     

5.         Bringing shopper into category management

6.         Illogic inside the mind of the shopper           

7.         For shoppers there’s no place like home        

8.         Shopper mega-trends: health, wellness and the environment

9.         Understanding shoppers’ complex decisions 

10.       The three shopping currencies

11.       Making your brand part of a shopper solution           

Part 2: Strategy: how to approach shopper marketing           

12.       Connecting, engaging and exciting shoppers

13.       Tailing your shoppers: retailing for the future           

14.       Retail media: a catalyst for shopper marketing          

15.       Integrated communications planning for shopper marketing

16.       The conversion model for shopper research   

17.       In-store measurements for optimizing shopper marketing     

18.       The missing link: turning shopper insight into practice          

19.       Capitalize on unrealized demand among shoppers    

20.       The loyalty ecosystem within your shopper environment      

21.       Overcoming common mistakes in shopper-centric retailing  

22.       Touching the elephant

23.       Marketing as a crucial part of retailer partnership      

24.       Collaborating to ensure shopper marketing execution           

25.       Putting the shopper into your marketing strategy      

Part 3: Execution: what is shopper marketing in action?       

26.       Increasing shopper marketing profitability with innovative promotions       

27.       Nestlé Rossiya, Russia           

28.       Using emotional insight in shopper marketing           

29.       Winning shoppers with cause marketing       

30.       Tesco Fresh & Easy, USA     

31.       Shopper-oriented pricing strategies   

32.       Packaging can be your best investment         

33.       Six principles to drive effective packaging