The Definitive Shopper Marketing Guide

Shopper Marketing is a core B2C (business to consumer) marketing strategy used to activate your brand in the online and offline retail world. From omnichannel marketing, to analyzing shopper insights, this guide distills a best practice approach to Shopper Marketing that will superpower your strategy and lead you in the direction of success. 

With input by experts in the shopper marketing world, this guide will take you from the basics and into the challeneges, tactics and metrics you need to follow. After all of the best practices are shared, there is a stage by stage, step by step action plan with tools and templates designed to immediately help your organization leverage best practices.

Table of Contents

1. Introduction: The Evolution of Shopper Marketing
2. The Essence of Shopper Marketing
   1. What Shopper Really Is, What it isn’t, and Who’s Profiting
   2. The Key Differences Between Consumers and Shoppers
   3. The Incredible Importance of Shopper Insights/Analytics
   4. The Non-Linear Omni-Channel Shopper Journey
   5. Powerful Statistics that Make the Business Case
   6. Case Study: Scotch Tape
3. The Nuts and Bolts of  Shopper Marketing
   1. Processes and Best Practices
      • Know Your Shopper(s) Before You Begin
      • Channels, Trends, Seasonal Events and Tactics
      • Common Challenges in the Shopper Marketing World
      • Watching Your Competition Closely for Insights
      • Case Study: Allegra
   2. What You Need to Succeed
      • Digital & Social Acumen
      • Partnership With All Levels (Retailer, Brand, and Agency)
      • Retailer Led Marketing
      • Brand Led marketing
      • Case Study: Alcon
4. Exploring the Future of Shopper Marketing
   1. Neuromarketing and Behavioral Insights
   2. Tracking, Testing and Simulations
   3. Seamless Shopping Experiences
5. Final Thoughts
   1. Acknowledgements
   2. Bibliography
6. Shopper Marketing action plan & toolkit