Course Menu
Related Courses
- Retail Trends | Future-proofing your business
- Tradescape 4.0 | Executive briefing
- Tradescape 3.0 | Customer business planning
- Tradescape 3.0 | In-store execution
- Tradescape 2.0 | An introduction to the SA FMCG industry
- Tradescape 2.0 | Effective customer contact - Key Account Management
- Tradescape 2.0 | Effective customer contact - Selling skills
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
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Understand the impact of the macro economic and social landscape on shopper behaviors
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Gain practical knowledge and insight into your retail customers’ – from format strategy and shopper segmentation to promotional activity and NPD
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Know the shopper promotional platforms available for you to optimize your trade promotional spend
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Significantly improve your new product listing and sales success rates
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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