How to use shopper activation to disrupt shoppers in-store
Mike Anthony
Driving brand penetration without increasing retail spend. Rethink Retail Top 100 Influencer: Shopper marketing training, retail key-note speaker; insights, strategy & capability: shopper marketing & customer teams
There are now more opportunities to disrupt shoppers than before: but it needs a blend of brand understanding, shopper psychology and strategy to get it right. And if you want to be able to do this consistently, you'll need a clear, replicable process to follow. If you want to get better results from your activation - not just better sales, but changing shopping behaviour in a way that delivers a better ROI as well as supporting your long-term strategy. Sound good? Check this out!
There are more opportunities to disrupt shoppers
Shoppers are easier to disrupt than in any time in the last two decades at least. And that is good news and bad news for brands. Its easier to lose shoppers, but its easier to win them too!
What makes me say this?
Shopping patterns and behaviors are already disrupted
Inflation, cost of living, the endless media conversation about prices, private label etc. has made shoppers that used to shop by habit think twice about their purchases. This tiny change in shopping behaviour creates a huge opportunity to disrupt shoppers.
Retailers are more willing to allow brands to activate in their stores than ever
Retail media networks, and (in the UK specifically) retailers much more willing to try new things in-store, whether it is video screens or occasion-themed displays, creates new opportunities to connect with shoppers both in the store and along their path to purchase
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All of this adds up to an opportunity - but how do we realise it?
It takes an understanding of what motivates shoppers, beyond price.
It requires an understanding of shopper psychology to make sure that what we do in-store really speaks 'shopper language'.
It requires a clear strategy and focus, and a systematic process to ensure that we create activations which synergise with our branding efforts, focus on the right shoppers at the right touchpoints, with the right media and the right message.
So?Toby Desforges , myself, and the team at?engage - Integrated Brand and Retail Strategy and Capability Building ?are going to share all of that in our Disruptive Shopper Activation Masterclass.
It's our last event in the UK this year, so don't miss out. Book now and use the early bird code EARLYORD to save ?
We'll share everything you need to create powerful, disruptive shopper activations that will take advantage of the opportunities that are there, helping you power up your plans to really smash 2024!
Don't miss out on this opportunity to learn from best practice and get your plans into shape to really deliver for shoppers in 2024!