Important Areas of Shopper Marketing

Shopper marketing is rooted in consumer marketing and the principles of consumer marketing often apply to shopper marketing. For instance, shopper marketing refers to the marketing stimulus reaching the shopper, which is based on an understanding of the shopper’s buying behaviour. Like the traditional marketing mix, shopper marketing can be divided into four P's: product; price; place; and promotion.

  • Product: size, shape, color, material, packing, packing messages, and graphics.
  • Price: discounts, bundled offers, price communication, and coupons.
  • Place: store concept, lighting, shelves, and placing of special presentations.
  • Promotion: packing promotions, store promotions, promotion communications, special presentations, in-store TV, floor stickers, as well as advertising on shopping carts and baskets
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