There are many different tools and techniques available for brands to promote themselves in-store. Collectively these are known as shopper marketing. Investment in shopper marketing represents up to 25 per cent of many brands’ total marketing spend. The biggest spenders are the fast-moving consumer goods (FMCG) companies.

Historically, however, there has been relatively little attention paid to the effectiveness of this channel, and this is one reason why it yields unacceptably low levels of return on investment (ROI). With more opportunities than ever available for brands to target shoppers while they are actually shopping, the purpose of this Viewpoint paper is to explain how brands can optimise their shopper marketing mix. It identifies the best ways marketers can secure the optimal promotional strategy in-store, across their portfolio of products, and across different retailers.

This viewpoint answers the following…

  • What is shopper marketing?
  • Why there is little investment in robust analytics leading to unaccountable spend.
  • Why shopper marketing experiences unacceptably low ROI.
  • How advertisers can measure and optimise shopper ROI, inclusive of how we helped a major FMCG manufacturer.

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