When it comes to buying groceries or buying shoes, the majority of consumers remain loyal to what they’ve been using for years. This is evident from the data. According to an earlier Nielsen study 22 percent of US customers are scared or anxious about attempting a new product. However, 85% of purchases are made using brands that which the consumer is already familiar with.
A shopper marketing strategy which blends in-store and online shopping experience into one seamless whole can help get over the challenge of intractable customers. But, first of all What is the meaning of shopping marketing?
What is Shopper Marketing?
Shopper marketing is a marketing strategy that retailers and brands use to improve their online and in-store shopping experience at the point of sale. No matter if it’s improving the layouts of stores or making it easier to complete the e-commerce check-out process purpose of shopper marketing is:
- Deliver great customer experiences
- Drive sales
- Increase brand awareness
- Build retail relationships
Shopper Marketing Vs Trade Marketing
It is commonplace for people to confuse shopper marketing with trade market marketing. The two strategies differ in many ways.
Trade marketing focuses on creating positive relationships with wholesalers retailers, and distributors to increase the supply chain demand. While shopper marketing is about the consumer. It’s a technique that helps create the most enjoyable shopping experience to increase sales, create stronger relationships with customers, and much more.
Brand Marketing
The aim of marketing through brand is to create memorable brands that people would like to connect with. A successful strategy for brand marketing:
- Adds value to your business
- Establishes your brand identity
- increased Brand awareness
- Enhances your brand reputation
A solid brand marketing strategy is crucial to establishing solid relationship with retailers that are mutually beneficial. Brands can benefit from increased visibility and help for their products and retailers receive an ongoing supply of qualified leads.
Strategies for marketing to brands tend to be long-lasting and utilize a variety of channels, such as channels, devices and channels. Examples include mobile, email, or social networks.
Importance of Shopper Marketing
Today Retailers and brands operate in a constantly changing multichannel, omnichannel world. Mobile apps, social media personalizing email messages It’s now more convenient than ever before to interact the customers you serve. However, competition has risen in the past 50 years, and capturing the attention of customers at the points of sale has become more difficult.
Marketing to the customer is important because they are…
Drives Sales
Every sale provides a glimpse into the customer’s behavior, preferences, and motives. Shopper marketing offers a system that assists you in turning your raw data from customers into useful insights that increase sales by assisting you:
- Optimize shelf layouts
- Determine the best place to put the displays in the store to ensure maximum interaction
- Design product packaging that is a hit with customers.
- Profit from emerging trends
Also read: Top 14 Referral Marketing Software to Increase Your Sales
Fosters Brand – Retailer Relationships
A successful shopper-marketing plan involves retailers working with manufacturers to develop and implement strategies that benefit both. Promotions for joint shopper marketing affect consumer behavior and boost the demand for retailers to the sale to their customers.
Through collaboration as partners, manufacturers and retailers can offer the best value to their customers at the least cost. Brands must provide comprehensive assistance in support of their partners at retail. Retailers should provide them with an increase in shelves and display spaces to entice buyers.
Creates Consistent Omnichannel Experiences
Customers don’t differentiate between offline and online the same way that retailers do. 70% of buyers make use of several channels when they make a buy – and they’re expecting your company to provide an identical experience at every step of the journey.
Omnichannel shopper marketing provides you with complete insight into the entire buying process and allows you to create positive and seamless customer experiences when they move between various touchpoints.
Fuel eCommerce Success
E-commerce has seen rapid growth over the last two decades due to direct-to-consumer and internet-based channels, as consumers become accustomed to shopping online instead of traditional retail outlets. Online shopping took off following the pandemic, opening new opportunities while simultaneously creating challenges.
eCommerce Shopper Marketing can help create brand awareness and drive customers directly to your store, while also turning newcomers into loyal buyers. eCommerce shopper marketing uses various tools and shopper marketing tactics such as:
- SEO
- Social media
- UGC and brand-named content
- PPC
- Retail media networks
- Powers Personalization
Brands that appeal to customers appreciate those that provide personalization. 80percent of customers prefer shopping when they are offered an personal experience. Making sure you are aware of their needs and challenges will go a long way to earning their trust.
Shopper marketing utilizes advanced technologies to gain accurate consumer intelligence. By understanding customer behaviors, preferences, purchasing factors and the many influences on purchasing decisions you are better equipped to develop targeted campaigns that resonate with their target audiences.
Effective Shopper Marketing Tactics
Promote a Welcoming Atmosphere
Don’t underestimate the impact that the atmosphere of a welcoming one can have on the customer experience. The layout and design of the store, along with lighting, the music, and your store’s smell, can subconsciously affect the behaviour of customers.
Retailers can use the latest shopper marketing technology, such as apps and POS systems, to determine what customers ‘ preferences are for the shopping experience. It is then possible to tailor the experience to meet the preferences of customers.
Create Eye-Catching Displays
End-of-aisle and freestanding displays are among the most effective methods for branding and attracting customers to purchase your products.
They don’t need to be static counters or display windows. Interactive or digitally animated displays will help you get the attention of customers in busy or noisy grocery stores, which offer a variety of options for every product category.
Embrace Receipt Marketing
Consumers and retailers typically view receipts as only useful. They can actually be a potent weapon in the arsenal of your shopper’s marketing If you are able to make use of them.
The receipt processing system allows you to collect, organize and analyse points of sale (POS) and other behavioral data. It offers deeper insights on your customers. For instance, what kinds of categories of merchandise are bought together. This can help you maximize displays by putting items that are often purchased close to one another.
When used properly, receipt information can be used to create flexible receipt reward programs that boost loyalty and increase sales.
Also read: Top 30 Fashion Marketing Tips and Ideas
Offer Free Samples and Demos
Demos of your products and free samples are an excellent method to highlight the advantages of your products, their qualities, or the most important characteristics of your items.
They let you interact with potential and current customers by giving them a personal contact and allowing shoppers to try out products before purchasing them.
They can assist you in increasing awareness, gaining new customers, increasing trust, and improving loyalty.
Run Contests, Sweepstakes, and Promotions
Consumer-oriented promotions such as sweepstakes and contests can imporve excitement into your shopping experience. When they complete a simple task or undertaking, customers could win thrilling prizes. It could range from an electronic gift card to an unbeatable holiday gift.
Today’s technology for shopper marketing makes it much easier than ever before to create and coordinate, implement your promotions, and track their effectiveness. A well-designed solution can ensure that your promotions and contests are:
- Simple and quick to access
- Relevant to the customer purchase
- Shareable
- Scalable
- Measurable
Use Geotargeting
One of the most effective methods to integrate social media in your marketing strategy is by using geotargeting. Geotargeting makes use of shopper marketing technology to enable you to send targeted messages and content directly to your clients, depending on their place of residence. This makes sure that the appropriate products and messages are to the correct customers at the right moment.
Final Thoughts
Shopper marketing can play an essential part in shaping purchase decisions and ehnace customer experiences. By aligning brand messaging to in-store and online behavior, businesses can improve engagement rates, drive conversions and remain competitive within an increasingly challenging retail store.
Leave a comment