What is shopper marketing?
Shopper marketing is a term that has only become commonplace relatively recently. It refers to marketing that is aimed at people who are currently poised to make a purchase; this is usually consumers who are standing in various retailers, browsing shelves or queuing at the checkout.
Shopper marketing is not always designed to achieve the same longer-term effects as TV or radio advertising campaigns. Classic media campaigns generally hit consumers in their homes, or on their journeys to and from work or school. As these consumers are largely not in buying mode, this marketing approach aims to help them identify with the brand on a more personal level, with repetition gradually building their loyalty, so that they fully buy into what these brands stand for.
Whereas on the face of it, shopper marketing can have a relatively short-lived effect. It is designed to have an instant impact on the retail shopper, influencing their buying behaviour right now, at the very point of purchase.
Sound familiar? Yes, that shopper is the same person that retail POP and instore displays have always been targeted at. However, what has evolved is the depth of understanding that brands now have of shopper psychology and shopper marketing, as distinct from consumer psychology and traditional marketing.
Consumers and shoppers are no longer considered to be one and the same. It is recognised that consumers who are about to purchase something in a retail outlet can have a very different mindset than when they are enjoying other aspects of their lives.