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What is Shopper Marketing? It turns consumers into buyers at the point of sale.

Por
Ernesto Amescua

The fight at the point of sale is becoming more and more complex and selling our brands is becoming more difficult and expensive.

According to a study published by the Point of Purchase Advertising Institute - POPAI (2018), 82% of purchasing decisions are made at the point of sale .

Now more than ever, Shoppers are choosing their brands in-store, after exploring and/or evaluating variables that guide them to their final selection.

It is worth mentioning that something that caught their attention today in the usual store, is very likely to be replaced in two or three months. become part of the landscape .

Retailers and brands understand that a deep understanding of the needs, habits and behaviors of consumption, purchasing and their relationship, can be decisive for the survival of both.

The other determining factor is the growing importance of retailers. id="">(eg, Wallmart, OXXO). Given the levels of concentration of sales volumes in a few accounts, the consolidation of own brands and the space limitations at the point of sale, the cost of competing in stores has increased significantly.

According to a study published by the Point of Purchase Advertising Institute - POPAI (2014), 80% of users are aware of innovations thanks to the point of sale. . 1

Big chains are demanding more of everything (money, merchandising, tailor-made commercial activities, exclusivity, etc.) and they are getting what they want. Brands have to be much smarter to compete in this environment; Therefore, the importance of better understanding the Shopper and the Retailer environment becomes evident again.

Wikipedia defines Shopper Marketing as: Shopper marketingthat takes place in-store and aims to convert consumers who visit the store into buyers. store .

Shopper Marketing is the marketing that takes place in the final stretch towards the purchase. It is the marketing that leads the Shopper to buy a product from one shelf and not another.

There are many initiatives by brands to predispose a shopper to buy their product and service, but the reality is that all of these initiatives may not work; the purchase decision becomes the moment of truth for marketing .

It is important to clarify that the Shopper, although he is the one who buys the product, is not necessarily the consumer of the same (e.g. a woman who buys diapers, dog food and shaving cream).

We call Shopper anyone who enters a store and makes a purchase; however, the Shopper is a person who has a solution in mind to their need.

From the moment this need enters their mind, we can call them a Shopper, whether or not they are in a store.

For example, when we open the pantry we see that there is no more cereal for tomorrow's breakfast; at that point the shopper journey begins, followed by thinking about which store we will buy the cereal in and when we get there we find several options to choose from.

Up to this point, the shopper is not a buyer and precisely the job of Shopper Marketing is to influence him / her to buy our brand instead of others.

Shopper Marketing is based on a deep understanding of both the Shopper and the Consumer.

The Shopper Marketing is divided into various factors; Among them we can find:

  • Promotion: It refers to all the dissemination that stores make of the products using various means of advertising to fulfill their objective.
  • Product: When we talk about the product, we refer to the size, shape, color and material since they are of great importance for the visual identity of the product and for the detailed information on the packaging.
  • Price: The  price includes the  offers,  the  discounts and the communication of prices.
  • Positioning: It is based on the location, concept, decoration and lighting in the store.

To increase sales, it is important to know the shopper in depth, as well as the consumer marketing.

In order to know in depth: how much do they spend? What are their expectations in terms of price? What type of target do they belong to? As well as to know what their purchasing motivations are?

Some quick and easy ways to find out this information are:

  1. Surveys

2. Interviews

3. Accompanied purchases

4. Observations of local groups

5. Recordings

Conclusion

Now more than ever, Shoppers are choosing their brands in-store after exploring and/or evaluating variables such as shopping experience, promotion, price, and display that guide them to their final selection.

Shopper Marketing is the marketing that takes place in the final stretch towards the purchase. It is the marketing that leads the Shopper to buy a product from one shelf and not another.

More at cardboard displays.

Shopper Marketing is based on a deep understanding of both the Shopper and the Consumer, as well as the retailer's environment.