Stores nowadays spread a specific type of perfume, use lighting, color scheme, and other designs in order to attract the minds of customers and set their mood for shopping. They may seem small negligible things, but they have a great impact on making customer open their wallet for shopping.
According to a study conducted by Grocery Manufacturers Association, roundabout 70% of the customers say that they make buying decisions at the store. Advertisers spend a lot of money on ads outside the stores. Billions of dollars of investment in marketing and advertisement become useless when customers enter the store and see products on racks.
In fact, many companies hire psychologists to comprehend the buying decision of customers. The buying decision is rarely a rational choice; various psychological and environmental factors impact your decision.
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What is Shopper Marketing?
The focus of shopper marketing is on consumers as they make buying decisions. When customers enter the store, they target customers’ attention at the last moment when they’re going to buy something. However, TV ads, radio, and print media run on various media channels and remain in the minds of customers. Shopper marketing makes a direct and instant impact influencing the behavior of customers.
For instance, you’re walking down the aisle of the shopping mall, and you have to buy juice, coffee, or something else. There are various brands, they all are offering the same type of products, and their prices are almost similar. Now, the question is why you choose a particular brand over the other. That’s where the role of shopper marketers come into, they use various techniques to influence customers’ decision.
Tactics of Shopper Marketing Strategies
Now, the question is that how shopper marketing amplifies the sale and brand equity of the company. The shoppers’ marketers use various strategies and tactics on multiple purchasing points. Some of the main tactics are as follows;
Displays
You put up and display signs, banners, and pamphlets across the store to attract the attention of customers or to point them in a certain direction. Shopping is a shying and stressful experience for some people; signs, displays, and banners make it easier for buyers to move across the store. You should consider putting up signs at the end of the aisle so that the customers don’t have to enter into the jungle of brands and get confused.
Demos
Some people visit the stores to check out demos. The first place that comes to our mind is the trader Joe’s, and he does it well. However, they feature the product demos of food and beverages every day and display them right next to the demo that they want to sell.
Demos remove the fear of regret of the purchase. In fact, it makes you feel excited and you’ll try it out when you get home.
Ambiance
Grocery stores don’t simply play music and use perfume for fun, they do it to make the customers feel comfortable. In fact, 90% of the customers say that they would likely visit the store in order to feel perfume, visuals, and music.
The smell of the coffee and beverage aisle pulls you towards it and makes you purchase it. Therefore, you should focus on developing the ambiance of your store. Shopper marketers are excellent at combining various sensory experiences in order to make customers keep coming back to the store.
Social Media Marketing
People nowadays keep their smartphones with them wherever they go. Whether they’re walking into the store or visiting the mall, they keep on scrolling up on different social media platforms. Therefore, you should boost your ads by geographically targeted audience near to your store or area.
Shopper Marketing Examples
Some of the main examples of shopper marketing are as follows;
Starbucks
Starbucks is the world’s leading coffee brand and its mobile application is a very good example of value-added marketing. Along with making payments and transactions via the app, it also offers a lot of additional benefits like sending personalized messages relevant to your interests, notification of their latest products, and offering rewards for using their application.
Maxwell
Maxwell started the shopper marketing campaign at a bigger scale, just after launching the new coffeemaker brew. The company offered more than 2 million coupons and sample cups to customers in 8400 stores across the country. It was a great investment, but the coupon recovery rate was at an all-time high.
Target
When Target was planning to amplify the sale of baby clothes, then the company considered changing the design and layout of the store. Studies showed that mothers put a lot of emphasis on the transition stage of their kids from diapers to the training pants. Usually, stores used to place training plants and diapers right next to each other. The company changed the position of training pants and placed them in the aisle of young kids in order to emphasize the transition of kids.
Walmart
The sale of flue and cold medicine at Walmart is higher than at any other store or mall. The company is aware of the fact that when people are ill, then they don’t want to visit the whole store in order to buy one medicine. Before the beginning of the season, the company collaborates with the manufacturer and launches ads campaign, and convinces customers to buy tissues and pills on time.
Kotex
Kotex launched the campaign slogan with the phrase of ‘we got you at the Walmart,’ it’s to convince customers that the company would direct and point them in the right direction while direction. They don’t need to get confused in the jungle of brands.
List of Shopper Marketing Agencies
The focus of many businesses and companies is on shopper marketing because it offers them immediate results in the form of increased sales. It’s advisable if you hire any specialized shopper marketing agency that could understand your business needs and requirements. However, if you’re looking for shopper marketing agencies, some of them are as follows;
- TPN
- Mars Agency
- The Marketing Arm
- Saatchi & Saatchi X
- Mosaic Shopper
- Momentum Worldwide
- Geometry Global
- FCB/RED
- Epsilon Catapult
- Edge Marketing
- Blue Chip Marketing Worldwide
- Arc Worldwide
