A shopper marketing campaign targets shoppers specifically at the point of purchase. Their aim is to drive sales, and raise product and brand awareness. They do this by focussing on the customer’s experience in the store or online, and ensuring that experience is personal and memorable.
Today’s retail environment is complex and challenging, and shopper marketing campaigns require brands, supermarkets and the agencies they employ to work closely together and to build strong retail relationships.
Why are shopper marketing campaigns important?
Consumers can now shop anywhere, at any time, and they expect a frictionless and personalised multi-channel shopping experience.
The customer journey is much more complicated than it used to be, so the ability to understand shoppers, and – crucially – influence what they purchase, gives brands a competitive edge.
What form do shopper marketing campaigns take?
Shopper marketing campaigns cover a wide range of marketing strategies, including, for example:
- Where the product is placed or listed
- Fine-tuning pricing
- Supporting physical or virtual marketing collateral
- Related discounts and vouchers
- Multi-channel messaging
In store the components of a shopper marketing campaign might, on a very simple level, include free-standing display units and shelf barkers. Online it might utilise ad banners or pop-ups.
Incentives such as on-pack promotions are often used to achieve standout on the shelf or on social media, persuade consumers to try new products or to reward customer loyalty.
What are the key benefits of collaborative shopper marketing campaigns?
- Combining retail and brand resources and expertise should deliver better-targeted promotions and higher sales.
- The customer data and insights so essential to shopper marketing campaigns can be shared.
- Bringing in specialist agencies to work on different components of a shopper marketing campaign is highly productive and mutually beneficial.
- For optimum effectiveness, the in-store customer experience should be mirrored by the online customer experience and that integration is easier to achieve through collaboration.
Prizeology can support your shopper marketing campaigns with real-world and online promotions that meet your objectives and comply with all regulations.
