Buying in to shopper marketing

Buying in to shopper marketing

This week’s article, ‘The Shopping Habit’, provided some great insights around the emerging and constantly evolving discipline of shopper marketing. However, it skipped over what should be a top priority for any marketer trying to engage a shopper audience – the need for collaboration between the numerous stakeholders involved.

Shopper marketing is about the collective and collaborative understanding of several objectives, not all of which are aligned. Brand KPIs are often different to retailer KPIs. And what about the shopper themselves? What do they want?

The agenda for shopper marketers should always be to understand these specific objectives first, then create an activity that everyone buys in to. On many occasions, brands will initiate activity without consulting the retailer, who subsequently rejects proposals. Tactics obviously need to be tailored, for example, promotional activity in categories of low engagement will never succeed as the shopper is less likely to switch brands at point of sale, so we need to get to them earlier.

Understanding and collaboration is key. Shopper marketing is only effective when all parties represented are understood and buy in to the activity.

True shopper marketing specialists don’t believe that there are ‘tricks’ involved. Shoppers (or consumers) will not build trust with a brand if they feel their purchase has been generated through the art of ‘trickery’.   

What shopper marketing does serve to do, and what marketeers have been doing for generations, is to better understand the dynamics around a product purchase: be it price, value, usage, image, merchandising or incentive. Shopper marketing, we would argue, attempts to understand a fuller picture to ensure that all parties can benefit.

As shopper marketeers, we observe, we understand, we collaborate and we often need to negotiate; all before we create. This process allows us to better connect and create a purchase, delivering a better outcome for all parties involved, including the shopper.

Simon Tebbutt is head of shopper marketing at ApolloNation. 

Please login with linkedin to comment

Latest News

Tracey Spicer (Journalist & Presenter) at Radio Alive 2018 at Radio Alive 2018
  • Media

Tracey Spicer: Commercial Radio Home To “Some Of The Most Toxic Workplaces”

Media veteran Tracey Spicer has delivered a grim assessment of Australia’s commercial radio industry in how it deals with sexual harassment in the workplace. Speaking as part of a panel at the Radio Alive 2018 conference in Melbourne on Friday, Spicer said she has witnessed “tremendous change happen at the very top end of town” […]

by B&T Magazine

B&T Magazine
Kyle Sandilands and Jackie Henderson (Kyle & Jackie O) from KIIS at the 2015 ACRA Awards
  • Media

Kyle & Jackie O Crowned Best On-Air FM Team At 2018 Commercial Radio Awards

KIIS 1065 breakfast duo Kyle Sandilands and Jackie “O” Henderson have won the Best On-Air Team (Metro FM) category at the 30th Australian Commercial Radio Awards (ACRAs). Held on Saturday night at the Melbourne Exhibition and Convention Centre, and hosted by The Chaser’s Chris Taylor and Andrew Hansen, the ACRAs celebrated the best and brightest talent in […]

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative
  • Technology

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative

Digital asset management solution Collaboro claims its offering is a natural fit with Adobe’s, Microsoft’s and SAP’s new Open Data Initiative, as more organisations centralise their data on a single platform to improve their customer management and improve marketing performance.   According to Warwick Boulter (main photo), co-founder and CEO of Collaboro, a leading full-service solution for managing enterprise-level […]