Shopper marketing | Assent Consulting Group

Marketing Courses

Channel, Category and Key Customer Courses

Shopper marketing vs brand marketing (2.0)

2.0 Shopper marketing

Have a clear view of who the Shopper is and how he/she shops the category. Understand how he/she behaves and responds to ZMOT and FMOT activities.

Objective:

Have a clear view of who the Shopper is and how he/she shops the category.
Understand how he/she behaves and responds to ZMOT and FMOT activities.

Content:

Understanding how the Shopper shops different categories, and how the Shoppers of different retailers behave.
Typologies of Shoppers and how they differ to Consumers.

Shopper marketing trends and skills

Capabilities:

Target the development and execution of activities correctly.
Provide guidance to Brand Managers and Key Account Managers on how to write their plans on the Shopper.
Provide guidance to Retailers on simplifying the category, the flow, and reducing unnecessary clutter (SKUs and products).

Questions you will be able to answer:

Who is our ideal Shopper?
What are the occasions that we need to own, and the occasions that we could own?
Do we have the right range to satisfy the Shopper and the occasion?
Are pricing and promotions working for these Shoppers, their occasion, and the role that the brand/SKU plays in these?

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GPO Box K187
Haymarket NSW 1240

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