01 September 2008

What is shopper marketing? What is retail media?

What is shopper marketing? by Capture Media says Shopper marketing is marketing that does its work while you're shopping, using retail media.  It is characterised by its proximity to the point of purchase, by its close connection to shopper insight, its precise targeting and its efficiency. Whether it's an in-store coupon, an online banner ad or a floor graphic campaign, retail media can make the difference between a successful product launch and an expensive failure. Brands spend millions of pounds targeting consumers at home, online and outdoors. Doesn't it make sense to also talk to them at the time when they are actually making the purchase decision?

This was reported in the Retail Media blog which also has this post : dunnhumby has surveyed over 26,000 Tesco shoppers to understand the role of in-store media...The headline finding is that retail media is seen by shoppers as something that influences purchase: 56% of respondents agree or strongly agree that ‘Sometimes I purchase something that I had not intended to buy because of in-store advertising.’... And in-store advertising is not seen as being intrusive or unhelpful. Only 8% of respondents thought that there was too much advertising in-store; 38% of shoppers look to in-store media for inspiration and ideas on what to buy when they are shopping....On questions about awareness of in-store media platforms, 78% claimed to have seen in-store sampling, 70% claimed to have seen Trolley advertising; 42% Screens; 22% claimed to have seen floor graphics; 18% basket media; and outside in the forecourt, 84% had seen nozzle media.

All this sounds reasonable to me. The only time I am interested in seeing advertising is when I am looking for something to buy which boils to down to when I am surfing the net or shopping.

My apologies to the above soures for the long quotes.

9 comments:

Peter Williams said...

See also http://www.instoremarketer.org/?q=node/5779

Anonymous said...

Saatchi-X are a creative in this field.

Anonymous said...

Here is Tanta's comment on how shopper marketing can go wrong.

Anonymous said...

http://www.catalinamarketing.com are a company working in this field

Matthew said...

News America Marketing have an in-store coupon product.

Matthew said...

Link is http://www.newsamerica.com/ourproducts/consumersinstore/Pages/couponmachine.aspx

Ivan said...

Australians are doing this too: http://www.movingtactics.com.au/

Ken said...

Bill Gerba has posted Retailers Should Use Shopper Marketing to Fight the Recession, Research Suggests: f the latest survey results from The HUB are any indication, 2009 will be the year of the shopper marketing program. Just a few short years ago, hardly anybody had even heard of the practice. But today, we're seeing the biggest of the big retailers (like Walmart and Target) employing shopper marketing techniques to boost their bottom lines and build customer loyalty -- even as the recession curtails virtually every type of consumer spending. From the smallest mom-and-pop to the largest mega chain, The HUB's latest shopper marketing study indicates that more retailers are already pumping money into shopper marketing. There's even a line item in many budgets specifically for that purpose, as opposed to past years when shopper marketing programs had to siphon what little they could out of existing sales and marketing budgets. But while shopper marketing has made some significant gains in a short time, the survey results indicate that there's still plenty of room for improvement in how companies communicate with shoppers inside the store.

Matthew said...

Adweek article After years of being overlooked, shopper marketing's proving it can finally deliver the goods
No wonder, then, that shopper marketing (the in-store appeals that take the form of shelf talkers, end-aisle displays and the newest: in-store video networks) is getting more attention than ever from retailers, manufacturers and ad agencies alike. According to a study by the Grocery Manufacturers Association and Deloitte Consulting, the number of manufacturers and retailers that have significant shopper marketing organizations of more than 20 people has jumped from 29 percent in 2007 to 60 percent in 2008. The study also found that over the next three years, in-store marketing activity will grow at a higher rate than any other marketing tactic. A Booz & Co. survey of consumer packaged-goods marketing executives found that 95 percent plan to either maintain or increase investments in retail store media.

"Companies know the battle will be [won] or lost in-store," explains Tonya Collins, head of customer planning for OgilvyAction. "The amount of resources companies are putting into shopper insights is increasing. They are making internal commitments, shifting funds and talent."