By Markus Stahlberg, Ville Maila

ISBN-10: 0749457023

ISBN-13: 9780749457020

New and transforming into, customer advertising and marketing is without doubt one of the preferred developments in advertising and marketing at the present time. It ambitions shoppers whereas they're within the shop and consists of each point of the buying event, from promotions, screens and packaging to the shop structure itself.  based on a examine by means of Deloitte, spending on buyer advertising has doubled in view that 2004.  Procter & Gamble on my own invests at the very least 500 million cash a 12 months in consumer advertising. Microsoft, IBM, Coca-Cola and Nestle all have their very own consumer advertising units. This e-book combines the views of 35 across the world famous client advertising specialists, between them well known writer Paco Underhill.  Its 3 sections comprise study into customer habit [Insights]; interviews with specialists [Strategy] and case stories of winning buyer advertising actions [Practice].

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Extra info for Shopper Marketing: How to Influence Consumer Decision Making at the Point of Purchase

Sample text

We quickly realized that a considerable amount of the explainable variation in shopping behaviour actually had more to do with things happening in the household than it did with things happening in the store. When a consumer tosses a pack of Gorton’s fish sticks in the cart, she may tell you ‘I needed fish sticks and these were on sale’, as if efficiently satisfying a need. The reality is that this action is shaped by a dynamic set of cultural practices that intersect in the contemporary US house- For Shoppers There’s No Place like Home 39 hold.

Hence the job is not done when the activity is sold to a buyer or a category manager at a Seven Steps towards Effective Shopper Marketing 27 retailer’s headquarters. The most crucial part of the process, ensuring a perfect execution, is then to be started. In reality this means paying attention to a variety of small details to make sure that the right products get to the point of sales at the right time and in the right place. This assumes, for instance, a good knowledge of the retailer’s logistics process, a field sales force that is briefed to implement or to check the in-store execution, and proactive and clear communication to all the people involved.

For manufacturers, this implies not only an in-depth understanding of the retailers’ objectives and strategies, but also productive relationships across different departments, functions and levels. True retailer understanding is often an underestimated asset, which can be developed only via a planned and structured approach in which different people, from different functions and levels, have a role to play. Step five: know the shoppers and their shopping behaviour Basically every manufacturer of consumer goods today understands that consumer insights represent the basics for successful product development and marketing support.

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Shopper Marketing: How to Influence Consumer Decision Making at the Point of Purchase by Markus Stahlberg, Ville Maila


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