Path to Purchase Essentials: Shopper Marketing and Shopper Insights (additional fees apply)
Date & Time
Tuesday, May 5, 2020, 10:00 AM - 4:00 PM
Path to Purchase Essentials
The marketing world is in a state of constant disruption and the discipline of shopper marketing is ever-evolving and growing in importance. The concentration of buying power represented by key retailers and the growing impact of e-commerce has dramatically reduced the ability of brands to guide the retailer-manufacturer relationship. With retailer’s also putting their own brands front and center on the promotional agenda, brand marketers must find productive, creative ways to drive effective shopper engagement by better understanding consumer needs and buying behavior.
This two-part workshop will give professionals from all industry stakeholders and organizational functions a solid understanding of shopper marketing fundamentals, covering the key concepts, best-practice strategies and critical activation techniques needed to excel in this now-vital aspect of the brand marketing mix. It will then take a deeper dive into the skills needed to effectively unlock and execute shopper insights, the lifeblood that fuels the entire process.
Part I: Shopper Marketing Essentials
For sales, brand and shopper marketing professionals relatively new to the discipline, this workshop will define and explore “Shopper Marketing” as a growing practice area and identify where it fits within the broader brand marketing mix. It will look at the practice from every angle and give participants a solid understanding of the following:
Part 2: Shopper Insights Essentials
Ongoing,unprecedented disruption at retail has made an understanding of “why shoppers buy” more important than ever before. The ability to deeply understand consumers — their attitudes about brands and products, their shopping behaviors and their unmet needs — is critical to effectively competing today and preparing for whatever additional retail disruption might be coming.
This workshop will teach attendees how to discover and apply shopper insights to improve their marketing practices — from strategy to activation — across retailers and across sales channels. More importantly, it will explain how to inspire a shopper-centered marketing culture in which insights become the core of retail transformation.
This working session will encompass theory, case histories and hands-on exercises that will help attendees understand: