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Shopper Marketing

Overview

Objective of the course

To build capability in understanding what shopper marketing is and provide a common language to effectively integrate brand, shopper, consumer and retailer in order to drive sales

Who should participate

Management and team members of brand marketing, trade marketing, shopper marketing, category management, buyers, and customer and sales teams

COURSE OUTLINE

Section 1: What is shopper marketing?
01 – Introduction
02 – Shopper Marketing in the 21st Century 03 – What shopper marketing is and isn’t 04 – Effective shopper marketing
05 – Consumer and shopper marketing
06 – Forming part of the business strategy

Section 2: Who is our shopper and consumer? 07 – Shopper behavior
08 – Shopper insights and analytics
09 – Drivers and barriers to purchase

10 – Shopper segmentation

Section 3: Why must brand and retailer collaborate? 11 – Category management
12 – The 3 Lens model: Brand, Shopper, Retailer 13 – Differentiated market strategies

Section 4: How do I connect with shoppers?
14 – The shopper continuum (path to purchase) 15 – Getting the mix right (The 5 P’s)
16 – Shopper loyalty and reward
17 – Integrated sales and marketing plan
18 – Connecting to your shopper
19 – Retail conversion funnel

Section 5: When will I know my efforts are effective? 20 – Review, measurement and ROI

Fees

3000

Duration

4 Day(s)

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