Table Of Contenti
SHOPPER
MARKETING
How to increase purchase decisions
at the point of sale
Editors: Markus Ståhlberg and Ville Maila
London and Philadelphia
ii
Publisher’s note
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First published in Great Britain and the United States in 2010 by Kogan Page Limited
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© Consultant editors and individual contributors, 2010
The right of the consultant editors and individual contributors to be identified as the
authors of this work has been asserted by them in accordance with the Copyright,
Designs and Patents Act 1988.
ISBN 978 0 7494 5702 0
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Stahlberg, Markus.
Shopper marketing : how to increase purchase decisions at the point of sale / Markus
Stahlberg, Ville Maila.
p. cm.
ISBN 978-0-7494-5702-0
1. Advertising, Point-of-sale. 2. Marketing. 3. Consumers--Decision making. 4.
Shopping--Decision making. I. Maila, Ville. II. Title.
HF5828.S73 2010
659.1(cid:2)57--dc22
2009022314
Typeset by Saxon Graphics Ltd, Derby
Printed and bound in India by Replika Press Pvt Ltd
iii
Contents
Preface x
Acknowledgements xii
Introduction 1
Part 1: Definition: what is shopper marketing? 3
1. Science of shopping 5
Paco Underhill
2. Point of view on shopper marketing 9
Gordon Pincott
Introduction 9; Defining shopper marketing 9;
Strategy one: identification 10; Strategy two:
disruption 10; The role of packaging 11; What role
do in-store media have to play? 11; Strategy three:
enticement 11; The shopper: same person,
different context 12
3. Shopper marketing: the discipline, the approach 13
Jim Lucas
3Ss approach 14; Go-to-market calendarization 18;
Conclusion 19; Reference and further reading 20
4. Seven steps towards effective shopper marketing 21
Luc Desmedt
Step one: start with the corporate and marketing
objectives and strategies 23; Step two: make the
right choices 24; Step three: get an in-depth
understanding of the current business situation at
iv Contents
the key retailers 24; Step four: get an in-depth
understanding of key retailers’ organization, objectives
and strategies 25; Step five: know the shoppers and
their shopping behaviour 25; Step six: develop a
shopper marketing strategy and plan as part of tailored
and complete account plans 26; Step seven: execute
with excellence and measure the results 26;
Reference 27
5. Bringing shopper into category management 28
Brian Harris
References 32
6. Illogic inside the mind of the shopper 33
Michael Sansolo
Shopper-driving forces 34; Types of shoppers 35;
Targeting consumer segments 36
7. For shoppers there’s no place like home 38
Harvey Hartman
Appeasing the picky child 39; Emerging lessons from
the home experience: the genesis of true brand loyalty
is often the home 40; Home experiences generate
cultural tasks, not need states 40
8. Shopper mega-trends: health, wellness and the 43
environment
Sara Lubbers
Methodology 43; High interest 44; All are one 44;
Cross-fertilization 45; Use multiple benefits 45;
Credibility is key 45; Set a standard 46; Instant
gratification 46; Tracking trends 46
9. Understanding shoppers’ complex decisions 48
Gerardine Padbury
Complex shopper decisions 48; Values and value 49;
Health 49; Provenance 50; Ethics and the
environment 51; The paradox of packaging 51
Contents v
10. The three shopping currencies 53
Herb Sorensen
Retailing is a relationship business 53; The ‘give-gets’
of the shopper in the store 54; Relating single-item
purchases to individual shoppers 55; Time as the
measure of shopping 56; Time is opportunity to
sell 58; Participating with the shopper – ‘active
retailing’ 58; Understanding shopper behaviour
vis-à-vis understanding products 63; Angst: a vague,
unpleasant emotion 63; Choices, choices, choices 64;
Reference 67
11. Making your brand part of a shopper solution 68
Jon Kramer
Engineering solutions 70; Adjacencies, insights and
investments 71; Speaking with shoppers 72
Part 2: Strategy: how to approach shopper marketing 73
12. Connecting, engaging and exciting shoppers 75
Michael Morrison and Meg Mundell
Introduction 75; The eyes have it 76; A harmonious
relationship 77; Scents of place 78; The power of
touch 79; Taste sensation 79; My place, my space,
my experience 80
13. Tailing your shoppers: retailing for the future 82
AnnaMaria M Turano
Retailing versus routine 82; E-tailing: reaching
customers at home and at work 83; Tailing:
innovating retail for the future 84; Tailing in
Roppongi Hills: comfort and convenience 85;
Tailing in Nau: webfront meets the homefront 85;
Tailing in Boots: location is everything 87;
Summary 87
14. Retail media: a catalyst for shopper marketing 88
Gwen Morrison
vi Contents
15. Integrated communications planning for shopper 93
marketing
David Sommer
The ‘target consumer’ – moving out of the cross-
hairs 94; Evolution of media and retail – engaging
consumers who are in control 94; Measuring the
effectiveness of the store as a marketing weapon 96;
Seven barriers to development of shopper
marketing 98; Right place, wrong time 99
16. The conversion model for shopper research 100
Clemens Steckner
17. In-store measurements for optimizing shopper 105
marketing
Rajeev Sharma
A breakthrough measurement platform using in-store
video 106; Understanding shopping behaviour 107;
Planning for shopper marketing in a holistic
framework 108; Testing in real-world shopper labs 109;
Monitoring and tracking the impact of shopper
marketing 109
18. The missing link: turning shopper insight into practice 111
Toon van Galen
Fewer decisions are taken in-store than previously
thought 111; Some implementation examples of these
findings 115; The search for the right message at POP
sometimes involves breaking the existing category
rules 116; The road to successful implementations 117;
References 118
19. Capitalize on unrealized demand among shoppers 118
Al Wittemen
20. The loyalty ecosystem within your shopper 125
environment
Bryan Pearson
Understand your segments 126; Segment ahead of the
curve 127; Enhance the customer environment 127
Contents vii
21. Overcoming common mistakes in shopper-centric 129
retailing
Brian Ross and Miguel Pereira
Don’t underestimate what it takes 130; Don’t think
category, think shopper 131; You can’t do analysis in
isolation 131; Stop trying to cast the net so wide 132;
Expand your horizon – at least beyond the fiscal
year 132
22. Touching the elephant 134
Chris Hoyt
The elephant 135; The blind men 138; Moral of the
parable 141
23. Shopper marketing as a crucial part of retailer 142
partnership
Antti Syväniemi
Introduction 142; Shopper marketing and chain
strategy 143; The crucial role of strategic
partnerships 144; Conclusion 147
24. Collaborating to ensure shopper marketing execution 149
John Wilkins
25. Putting the shopper into your marketing strategy 153
Matt Nitzberg
Introduction 153; Successful shopper marketing
programmes are an expression of shopper-centric
thinking and a deeply rooted shopper-centric
culture 155; Effective shopper marketing programmes
are shaped by a company’s commitment to earn and
grow shoppers’ lifetime loyalty 158; Effective shopper
marketing programmes are informed by an intimate,
household-level understanding of shopper behaviour
and its influences 163; Successful shopper marketing
programmes are recognized by both retailers and
manufacturers as an area of strategic collaboration 166;
Successful shopper marketing programmes are
managed as a dynamic set of activities benefiting
from continual measurement and improvement 168;
In closing, an encouragement 171; Reference 172
viii Contents
Part 3: Execution: what is shopper marketing in action? 173
26. Increasing shopper marketing profitability with 175
innovative promotions
Markus Ståhlberg
Shopper-oriented promotions 175; Getting back to
basics 176; Increasing purchase decisions 177; Does the
trade love your brand? 177; Big, colourful, simple 177;
The reason why 178; Innovation means cost-efficiency 180
27. Nestlé Rossiya, Russia 181
Lubov Kelbakh
Russian retailer environment 181; Nestlé Group
shopper approach in Russia 183; Cases and
implementation 184
28. Using emotional insight in shopper marketing 188
Ken Barnett
The story of Sue 188; The shopper as a hero 191
29. Winning shoppers with cause marketing 198
Susan Gaible and Carol Cropp
Find an issue your core customer cares about 199; Be in
for the long term and integrate 199; Identify the
actionable insight 200; Engage the local community 201;
Avoid compassion fatigue 201; Measure, measure,
measure 202; Allow your programme to evolve 203;
Winning shoppers with cause marketing 203
30. Tesco Fresh & Easy, USA 205
Simon Uwins
Creating value for customers 205; Communicating
through the shopping trip 207; An organizational
endeavour 209
31. Shopper-oriented pricing strategies 210
Jon Hauptman
Pricing tipping points: managing price gaps based on
shopper perceptions 210; Six dimensions of price
image: the building blocks of a shopper-oriented
pricing strategy 212
Contents ix
32. Packaging can be your best investment 215
Russ Napolitano
Packaging as your most efficient marketing
investment 215; Packaging makes more of an
impression 216; Through its package! 217; Packaging
is no longer strictly three-dimensional 217;
Consumers have become more in tune with
packaging 218; You must stay in tune with your
packaging 219; For many products, packaging is their
sole form of advertising 220; Packaging as the ‘fifth P’
in your marketing mix 221; Increased role of shopper
marketing 221
33. Six principles to drive effective packaging 222
Scott Young
Designing for the shopper: six principles to drive
effective packaging 222; Driving success: including
the shopper in the design process 231
34. How to maximize ROI with package promotions 233
Ville Maila
Is the package of daily consumer goods a mass
medium? 233; What is the most cost-efficient form of
in-store campaigning? 233; Phase one: choose the
most profitable objective 234; Phase two: choose the
most effective promotion mechanism 236; Phase
three: implement package promotion as a process 238
Index 241
