Customised Shopper Marketing

Tailoring of customer management initiatives and marketing activities to attract target shoppers, and stimulate growth driving purchasing behaviours, through effectively identifying and leveraging customer specific opportunities.

Translation of shopper marketing opportunities into creative ‘through-the-line’ activations.

   Retailers and wholesalers operate in a fiercely competitive environment chasing turnover daily. They are increasingly defining and fine tuning their unique market positionings in order to give their shoppers a reason to stay loyal and committed. Without such differentiation, they would have to rely solely on hard core price discounting which creates a downward value spiral in the market. This move to differentiated trade positionings provides branded goods suppliers with opportunities to leverage common brand space to mutual benefit.

Certainly, not all customers perform equally in the category or by brand, nor do they typically face the same growth opportunities. Distinct potential exists for each customer, and as such they require distinct business development initiatives. 

Generic trade marketing can not deliver maximised returns. The introduction of Customised Shopper Marketing, targeting specific shoppers in specific stores, to make specific purchasing decisions, significantly enhances the impact and effectiveness of trade spend. While the costs incurred are likely to increase, so too will the ROI realised through improved relevance, trade support, and impact.

Our Customised Shopper Marketing programmes involve the tailoring of trade marketing initiatives to attract and engage target shoppers, and stimulate growth driving purchasing behaviours, through effectively identifying and leveraging customer specific opportunities