Shopper Marketing at Retail

Essential knowledge for brand and shopper marketers to effectively activate your brands at retail. 
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PROGRAMME OVERVIEW

What can delegates expect?

  • Introduction
    ​​​​​- The SA FMCG trading context
    - What is Shopper Marketing?
    - From brand plan to effective shop floor execution
     
  • Opportunity analysis by Retailer
    - Brand positioning, trading strategy, formats and shopper profile
    - Shopper communication channels available to manufacturers
    - The in-store context and how it impacts on your choice of shopper activation tools
    - Retailer loyalty drivers
    - Retailer analytics and how to activate retailer data to drive shopper engagement
    - Opportunity analysis (SWOT)
  • What does success look like?
    -  What’s going on in-store? Best practice merchandising, POS, activation
    -  New Product Development – what does an effective customer proposition look like? The key questions brand teams need to address
     
  • The workshop covers 5 retailers 
    selected by the client
     
Corporate Retail
 
Wholesale / Hybrid / Route-to-Market
 
Corporate Front Shop Pharmacy

MODULE OBJECTIVES

  • To equip brand, shopper and customer marketing teams with the knowledge and insight needed to build relevant, informed, customer-aligned brand and shopper marketing plans
  • To optimize communication and alignment between marketing, sales and field operations teams

LEARNING Outcomes

  • Understand the impact of the macro economic and social landscape on shopper behaviors

  • Gain practical knowledge and insight into your retail customers’ – from format strategy and shopper segmentation to promotional activity and NPD

  • Know the shopper promotional platforms available for you to optimize your trade promotional spend

  • Significantly improve your new product listing and sales success rates

  • Be inspired by global and local point of sale best practice and execution on the shop floor

Who should attend?

  • Marketing and Brand teams
  • Shopper & Customer Marketing teams
  • Advertising Execs

DURATION & FACILITATION

  • 1 to 3 days, scope dependent
  • In-classroom onsite
  • Retail Analyst facilitated

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