Shopper Marketing - How Manufacturers are Differentiating Brands In-Store

November 16, 2007 by anne

Advanced shopper marketing competencies help manufacturers differentiate themselves in the eyes of their retail customers says a report on “Shopper Marketing: Capturing a Shopper’s Mind, Heart and Wallet," recently released by the Grocery Manufacturers Association and GMA and Deloitte Consulting LLP.

Shopper Marketing, according to MediaPost,  "is all marketing stimuli, developed based on a deep understanding of shopper behavior, designed to build brand equity, engage the shopper and lead him/her to make a purchase.”

The increasing emphasis reflects research showing 70% of purchase decisions are made in grocery stores, 68% of purchases are impulse, and only 5% of shoppers are loyal to one brand.

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