Today there is no doubt that the shopper holds the power, not the brand or the retailer. Loyalty continues to dissolve. For every opportunity omnichannel presents, it also presents significant challenges .The fate of your brand or your store now lies in the shoppers hands, more than it has ever before.
The Evolution of Shopper Marketing
Shopper Marketing is a behavioural science, one that borrows from consumer psychology, behavioural economics, neuro-marketing as well as from social and cultural anthropology. It focuses on understanding shopping and consumption behaviours, leveraging insight to effect change and ultimately build brand equity and profit. Previous retail management theories in consumer goods have had limited success for all parties.
Shopper Marketing aims to change shopper behaviours, is focused on triggering incremental sales and does so to the benefit of both manufacturer and retailer. It is also a genuinely shopper centric model. For years organisations have been claiming to be shopper centric but the evidence shows otherwise.
Shopper Marketing is now one of the biggest growth areas globally as the focus shifts to the shopper. Organisations that fail to equip themselves for this change will find themselves quickly irrelevant in the new retail landscape.
“Ken Hughes led a Shopper Masterclass for 40 Unilever consumer, customer & shopper marketing managers in Europe for me. The Masterclass was highly inspirational but at the same time practical enough for managers to bring back to their daily jobs. Feedback was very positive and people spontaneously came to me to thank me for the master class saying they had not experienced such an inspirational and engaging workshop for a long time. If you want to have an inspiring and leading edge thinker on shopper marketing, Ken Hughes is your man, but be prepared to leave his workshop thinking different about shopper marketing than ever before!"GLOBAL SHOPPER & MARKETING DIRECTOR, UNILEVER
“Our Shopper workshop can be summed up quite simply as challenging! Challenging in terms of how we approach our business, how we face our customers, how we communicate to our shoppers and our end proposition to consumers. Following the session my whole team came out not only with a clear definition of what best practice Shopper marketing is, but highly engaged in how we will make it an inherent part of how we work in the future. A highly recommended session”MARKETING DIRECTOR, COCA-COLA POLAND