EVERYTHING YOU NEED TO KNOW ABOUT SHOPPER MARKETING
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Submitted by;
Steve Hashman, Director at Exponential Solutions (The CUBE) Marketing.
Read The Original Post Here
Steve Hashman, Director at Exponential Solutions (The CUBE) Marketing.
Read The Original Post Here
Once a customer passes into your store, it’s your opportunity to get your message across within a limited timeframe. Here’s how!
Shopper marketing: it’s a term that is used heavily but do people and store owners actually understand the complexities of it and what it means for their business and its longevity?
Shopper marketing: it’s a term that is used heavily but do people and store owners actually understand the complexities of it and what it means for their business and its longevity?
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Shopper Marketing can be defined as follows: Shopper marketing focuses on the customer in and at the point of purchase. It is an integrated and strategic approach to a customer’s in-store experience which is seen as a driver of both sales and brand equity. |
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In Store Marketing is Very SophisticatedThe origin of in store or shopper marketing is widely believed to be from back in the late 90s. Back then, P&G and Wal-Mart worked together to cluster their baby products into one shopper aisle. Strategically, they balanced out low margin ‘necessary’ purchases like nappies with profitable products such as baby clothes. Developing a successful and integrated shopper marketing strategy takes a lot of time, thought and effort within an organization and it needs commitment from the top down in order for it to become powerful. If its importance is fully understood by management, the possibilities are endless in terms of influencing the customer.
Some interesting statistics about in store marketing:
- 70% of shoppers now use a mobile device while shopping in a store which suggests it’s essential to close the shopping loop between mobile, web and bricks & mortar.
- Almost 50% of shoppers searched in-store using their smart phone
- 25% performed comparison shopping on their phone while assessing a purchase.
- Brick-and-mortar stores are under pressure from such comparison shopping and “showrooming” [e.g. BestBuy Canada has attributed store closures to this].
- Almost 20% said they changed their mind about a purchase after being influenced by in-store media.
- As comfort with mobile payments increases – the integration of mobile devices for shopping increases in importance (200 million customers have credit card numbers on file with iTunes).
- Retail executives believe 56% of all transactions completed in a store will be via mobile POS, self checkout terminal or shopper’s mobile device in next 5 years.
Download The Info-Graphic Below
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