SHOPPER MARKETING

To build capability in understanding what shopper marketing is and provide a common language to effectively integrate brand, shopper, consumer and retailer in order to drive sales 

Who should participate 

Management and team members of brand marketing, trade marketing, shopper marketing, category management, buyers, and customer and sales teams 

COURSE OUTLINE 

Section 1: What is shopper marketing?

01 – Introduction

02 – Shopper Marketing in the 21st Century 

03 – What shopper marketing is and isn’t 

04 – Effective shopper marketing

05 – Consumer and shopper marketing

06 – Forming part of the business strategy 

Section 2: Who is our shopper and consumer?

07 – Shopper behavior

08 – Shopper insights and analytics

09 – Drivers and barriers to purchase 

10 – Shopper segmentation 

Section 3: Why must brand and retailer collaborate? 

11 – Category management

12 – The 3 Lens model: Brand, Shopper, Retailer 

13 – Differentiated market strategies 

14 – How to maximize ROI with package promotions 

Section 4: How do I connect with shoppers?

15 – The shopper continuum (path to purchase)

16 – Getting the mix right (The 5 P’s)

17 – Shopper loyalty and reward

18 – Integrated sales and marketing plan

19 – Connecting to your shopper

20 – Retail conversion funnel