Eric LeBlanc

Shopper Marketing Has Evolved

There was a time when Shopper Marketing was considered to be a linear path. Based on the need to better understand the space between usage and repurchase, the concept began to be seen as a sort of loop. As with many marketing organizations, we adapted this circular path to include something of a shortcut–a means whereby consumer considerations are shortened or eliminated based on the loyalty a product or service may have engendered among its constituency.

Everything Begins With Clarity

We need to marshall our understanding of the consumer/audience and distill it down to what is most essential. We need clarity around Brand and Enterprise Needs and Objectives. Finally, we need to see how these insights intersect with the retailer or outlet requirements.

The Shopper Journey Plan will:

• Include all segments in the Shopper Journey
• Engage all of the relevant stages in the purchase funnel
• Employ all relevant media appropriate to the target, the need state, and the message
• Utilize all appropriate metrics to ascertain the effectiveness of the various tactics