How to apply the new Shopper Marketing Tactic in Category Management?
Opportunities exist to align our industry around a common understanding of Shopper marketing and its relationship with marketing and category management.
Shopper marketing starts with the Shopper path to purchase (P2P). We are all striving to understand the P2P, then MOVE the Consumer > Shopper > Buyer along that path.
The Category Management Association defines Shopper marketing:
Shopper Marketing is a collaborative process between brand owners and retailers to convince shoppers to purchase their solution once the shopper begins planning to meet a need. The process is time-bound between the shopper’s perception of a need and the meeting of that need with a personally rewarding shopping experience leaving the shopper with an enhanced attitude towards both the retailer and the manufacturer.” (CatMan 2.0 Whitepaper)
How does Shopper Marketing fit within Marketing and Category Management?
First, consider how Shopper marketing fits in the context of the broader marketing function, as well as in category management.
An easy way to explain it is based on the Shopper’s path to purchase.
MARKETING: A continuous, all-encompassing process to change or reinforce attitudes to influence behavior (e.g. purchase of a product or service) across the Shopper path to purchase. It’s communicated through multiple vehicles over an extended period of time.
SHOPPER MARKETING: A process that occurs within the broad marketing continuum, focused on that period of time when the shopper senses a need and goes into Shopper mode – so from the time the Shopper begins to research and plan, all the way through to when they buy, is included in Shopper Marketing.
IN-STORE MARKETING: A subset of Shopper Marketing that occurs once the Shopper is in shopping mode and has chosen their retail avenue.