Shopper Marketing
Are you maximising your opportunity to appeal to shoppers at Point of Purchase? At ShopAbility, our Point of Purchase Strategy and Activation services are based on global best practice and many years in the trade.
Whilst traditional consumer marketing is important in building brand awareness, demand, and driving traffic, once you get in store, shopper marketing is a very different animal.
Consumer marketing is about AWARENESS – shopper marketing is about CONVERSION.
Marketing in store needst to be clearly aimed at retail objectives such as increasing frequency, average weight of purchase, basket incidence etc. (visit our News & Articles page for several articles about retail objectives).
The relationship between consumer and shopper marketing can be summarised as follows:
Our Shopper Marketing / Point of Purchase Services
- Range – Ranging and deletions strategy
- Space – Space and layout -flows, adjacencies, planograms
- Visibility -Visibility and merchandising – what to put where, POS optimisation including calls to action
- Price – Pricing and price promotion strategy
- Promotion – Consumer promotion role and strategy
- Persuasion – Optimising store staff influence on shoppers – getting incremental sell, switch sell, upsell, shopper education tools
- Activation – In store pictures of success, trial and roll out in store, trade standards, sales tools
- Measurement and Evaluation – Comprehensive scorecards and dashboards to measure success in store
- Shopper Marketing Training – for marketing, sales, field, KAM & Category teams
Do you lack the internal resources to manage your in-store marketing and category functions? We also provide a complete outsourced Trade Marketing team, providing a cost-effective solution you can dial up or down as far as you need to. Read more on our Trade Marketing page.
Contact ShopAbility Directors Peter Huskins on 0412 574 793 or Norrelle Goldring 0411 735 190 to discuss your Shopper Marketing needs further.