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In a world where shopper and consumer behaviour is proving to be very difficult to predict, it is becoming increasingly difficult to market effectively and more efficiently to consumers.
As manufactures aim is to sell more product to more
shoppers more often at a profit, retailers want more feet in their stores,
bigger basket spend, healthy category margins and shopper loyalty. Retailers
and manufactures must combine their efforts to understand the segment that
dictates both their futures – the shopper.
Changing shopper behaviour at the point of purchase in favour of your product requires a new way of thinking and marketing. An
integrated marketing approach is required where customer, brand, trade and
shopper marketing teams deliver on the shopper’s emotional and functional needs
at the point of purchase in one seamless strategy: Shopper Marketing provides
the route map for such a strategy.
Understand Shopper Decision Making
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Michael Wood is co-founder and Director of Aperio, a business consulting company focused on the FMCG space in South and Sub Saharan Africa. Michael has many years international experience where he held the positions of Marketing Director, Sales Director & Managing Director with the Gillette company and Procter & Gamble.... VIEW MY PROFILE |
