Shopper Marketing Training Classes
POPAI has created a one day training program for shopper marketing in Australia. The program is targeted to marketing professionals, executives and others who want to understand this increasingly important marketing technique, and take their thinking to the next level.
The growth of shopper marketing is due to improved sales performance coming out of shopper marketing insights.
The Australian training program is entitled “Living and Breathing Shopper Marketing – Creating a Culture of Shopper Marketing in your Business.”
Students come away with the ability to create and integrate a real shopper marketing strategy into their business:
1. Calibrate messages along the path to purchase
2. Identify and apply emotional vs. rational motivators
3. Understand different paths to purchase and purchase decision hierarchies
4. Apply shopper segmentation to retail and marketing initiatives
5. Articulate a financial case for integration of Shopper Marketing into your business
6. Understand how to engage different stakeholders within your business with Shopper Marketing
7. Understand the fundamentals of a Shopper Marketing culture
8. Discuss and recommend budget allocation in a Shopper-centric business
You can register online to take the Australian self-paced program which covers everything from definitions, understanding retail objectives, POP drivers, the path to purchase, and shopper behaviour.
What is Shopper Marketing?
There doesn’t seem to be any one specific definition of the term. However, the best definition might be the study of how shoppers make decisions at point of purchase. POPAI’s definition is “all marketing stimuli, developed or based on a deep understanding of shopper behavior, designed to build brand equity, engage the shopper (i.e., a consumer in ‘shopping mode’), and lead him/her to make a purchase” Shopper marketing professionals attempt to build profiles or personas of customer segments and use their shopping purchase data to improve how they build promotional campaigns. The purpose of shopper marketing is ultimately to influence shopper’s in-store purchase decisions.
Shopper marketing is distinct from general consumer marketing in that it is focused on point of purchase behaviour and decision making.
Consumer research has discovered the POP marketing does work and pop display can generate a significant return on investment. New discoveries can help you better plan whether shelf displays, floor displays, or end caps will return better sales results and improve brand lift. New innovations in packaging, particularly sustainable packaging can further help you market your products to the big retail chains such as Walmart, Costco, Shoppers Drug Mart, Loblaws, Canadian Tire, Longos and Home Depot, and your own end customers.