The strategy should not only be aimed at improve the visibility the marca at the point of sale over the others, but also at considerably improving the shopping experience for the Shoppers and offering them benefits attractive.
"We believe that by innovating we can find new ways to connect shoppers to your brand, improving their shopping experience and making your brand increase sales." AIM Worldwide
1.Connection points:
Understanding the consumer’s behavior of the Shoppers is essential to identify the moments and spots where they will be most susceptible to receiving our message. (E.g., Display of an isotonic drink in the sports area)
A point could be next to another supplementaryp roduct, in the same “"Consumer Occasion"; another could be to stand on the path they take to go find another product, etc.
Each point will depend on our target.
“Shoppers spend from 40 minutes to two hours at the point of sale, exposed to more than 15,000 products, from which they will choose between 10 and 20.
These final decisions are made by the Shoppers in just 15 seconds, which means very little time to get their attention”. 1
2. POP display::
the presentation of the product is key to conveying and message the marca. It is necessary that both the structure of the materials and the graphic message correctly communicate what we want to say. Not so practical material or a boring design will naturally cause the Shopper to turn away from the product. Then we will have lost our opportunity to sell.
Los mensajes son un fuerte punto de conexión con el Shopper. Más allá de crear “awareness” en el punto de venta, el mensaje que le damos al Shopper debe motivate better them to give the product a try, or else, break the barriers they may have against taking it. To make sense to them, the message must be based on the Shoppers' insights.
"Floor displays dominate 51% of displays at the point of sale''2
3. Shopping Experience:
Shoppers can be distracted on their trail, they can ignore visual and written messages, they can cling to their loyalty to the brands they prefer without turning to see other options, even when they represent a benefit to their economy; but what a brand makes them experience upon entering all their senses, will stay in their heart and they will never forget it..
Winning them over through an experience probably won't mean a big sale on that visit, but they will surely become a loyal buyer of our products and no one and nothing will be able to compete with that.
"ThinkJar, in a study on customer experience, mentions that 86% of consumers would pay more for a product or service if it were accompanied by an improved experience or superior to the rest".4
"Our subconscious creates the feelings (emotions) that influence the decisive action." 5
4. Promotions::
Un punto débil del Shopper es su economía; se ha convertido en un Shopper inteligente. Ofrecerle una superior proposal for the same expense that they would have with a competitor's product is a certain sale. Recordemos que el shopper jamás va a sacrificar sus gustos y preferencias
It is not about giving them less to lower the price or lowering the quality, it is about giving them value.
A smart strategy could be to offer a hook item attractive to the Shopper.
"89% of consumers will remember the company that gave them a promotional article even two years after doing so." 6
Conclusion
The Shopper Marketing strategy must improve the visibility the marca at the point of sale over all others, experience for the Shoppers and offering them benefits attractive.
Understanding the consumer’s behavior of the Shoppers is essential to identify the moments and spots where they will be most susceptible to receiving our message and as a result gain their loyalty and preference for our products.
Sources:
1. Murgich, V. (2017). El punto de venta es de donde se conocen 8 de cada 10 innovaciones
2. POPAI (2012), Shopper Engagement Study Media Topline Report
3. Rivera, A. (2017).Diseño de Pop-up stores que atraen.
4. Tapia, S. (2020), Customer Experience: cómo conquistar a tus clientes con una experiencia inolvidable y aumentar su ciclo de vida. rockcontent.
5. Marketing Emocional, la decisión de compra de los consumidores (2018).
https://dicreato.com/marketing-emocional-la-decision-de-compra-de-los-consumidores/.
6. Morrin, L. (s. f.). (2020), 5 imbatibles ventajas de los artículos promocionales.
Español 
English