Shopper marketing has received a lot of buzz lately. Basically, all it really means is taking the insights learned about the shopper’s buying behavior in various retail outlets and using these insights to benefit all stakeholders—shoppers, retailers, and manufacturers, and so on. Hence, the endgame of retail: the shopper. Without the shopper, there is no return on investment (ROI).
Now, to understand shopper marketing, one needs to understand the keen difference between the shopper and customer. Here’s a rundown:
• Shopper—people engaged in the act of shopping whom you can convert into a repeat customer
• Customer—a person who has previously purchased from you
As an owner of a storefront, you should always keep the shoppers top-of-mind in your communications. Many large companies are focusing their efforts around the total shopper’s experience from conception of a need in the shopper’s mind to actual purchase. Even if you are a smaller retail establishment, directly or indirectly, you will compete with the big boys. And right now with a down economy, the chances of competing with the big boys are even greater since many shoppers are looking for bargains. Therefore, you should always do the homework and see what the big boys are doing. Many of their tactics can be used on a smaller scale to work for you.
One level of shopper marketing is at the store level. Put your best foot forward and spend the time developing your strategy to attract and keep those shoppers. A good shopping experience encourages shoppers to come back as repeat customers. This includes having knowledgeable and friendly salespeople in-store who know the product/service they sell. In-store advertising can take many forms—a few examples are:
• Shelf-talkers (signage that attaches to the shelf)
• Floor graphics (non-slip stickers on the floor)
• In-store broadcasting on TV, public announcement system,
• Displays/Kiosks
• Promotional: contesting, sampling,
• In-store interviews
The key benefit of in-store level advertising has been shown to be invaluable in generating incremental ROI. To a large extent, buying decisions for shoppers are made at the store level. Think about the many times you went into a store to buy only one item but came out with ten. Get the point?
Other shopper marketing techniques are loyalty programs and customer relationship management.
Loyalty programs are designed to capture a specific customer and offer a promotion or coupon that is certain to appeal to them. Good examples are stores that offer a card and after a required number of purchases the customer receives a free item or discount. Customer relationship management includes: social networking (such as using Twitter), e-newsletters, or other processes (Web site, catalog, and newspaper inserts) that communicate on a regular basis with your customers.
Ideally, the end results of all of these efforts will produce a steady stream of money in your business due largely in part to shoppers you converted to customers.
Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and soon to be published author of Elements of Buying: An Advertising Reference Guide for Business Owners. Contact: lassere@bellsouth.net
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