Shopper Marketing: Understanding the Basics

As a businessperson, you already know that marketing has different facets – ranging from advertising campaigns to direct mails. But if you want to compel your customers to get your product, why not do it while they are out shopping. Such is a concept called shopper marketing.

Shopper marketing, simply put, is focused on making last-minute appeals to customers that are buying products in a retail store or mall. This is hinged on the fact that people’s shopping impulses can be triggered by colorful visuals, urgent messaging, and even irresistible promos.

Moreover, it is based on the observations that retail places are not just venues of shelves and barcode labels bought online – they can also be a medium for your marketing efforts. If you want to know more about the basic areas of shopper marketing, here are some important things to keep in mind:

Everything Within the Store As Medium

The journey of your consumers already start at the parking area, so you may notice that there are already ads and banners that will welcome them. And as they enter the store, they will be welcomed again by ads that may pique their interest and coax them into buying things that are not in their shopping list. The rule here is everything inside the store can be used to make an appeal – there are ads in baskets, shopping cars, and every corner has an in-store TV showing the products. The floor even has an ads and the directional signs are cleverly designed. Even the counter is filled with small items, such as bubblegum and candies, to trigger you.

Employing Urgent Messaging

Other than strategically placed ads, the messaging is intentionally made urgent to further convince customers that they need the products. So when you’re crafting your ad message, make sure to use trigger words, such as “NOW,” “SALE,” and “DISCOUNTS.” The packaging design and the art direction of posters should also be in bright colors to capture people’s attention.

Incorporating Brand Activations

woman payingSome brands employ on-ground activation or brand sampling to give customers first-hand experience of the product. This is something that you may want to consider, especially if you are launching a new line or product category. Alongside this, you can come up with promos, such as buy-one-get-one to further get your customers to try your products.

Other Things to Consider

There are still other areas that you may want to look into if you want to maximize your shopper marketing campaign. For one, you may choose an optimal shelf in the store, so your customers can easily access your products. The coupons you will be handling to everyone for your promos may be designed accordingly. Customized jingles will also help you strengthen brand recall.

Rely on Consumer Data

Shopper marketing campaigns should not be done on a whim. It is important that you also refer to retail data and store to gauge consumer behavior and get insights. The said insights will help you craft a message that resonates well with your target audience.

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