Marketers today are striving for a better understanding of their consumers in “shopping mode”: the circumstances, thoughts and actions of shoppers when they are most fully engaged with brands. Thus there is an increasing focus on “shopper marketing” in its many definitions, all referring to sophisticated methods of influencing people in their roles as active, conscious consumers of goods and services -- and as consumers of brand messages.
Shopper marketing acknowledges that many traditional types of “broadcast" marketing can’t be counted on today to deliver their customary results. So greater emphasis is being placed on viewing the store itself as a marketing medium – so much so that manufacturers and retailers believe that they can gain a significant competitive advantage in as few as three years if they execute on shopper marketing effectively.
Accordingly, manufacturers and retailers are working hard to modify the shopper’s in-store experience. Brands can't count on space for traditional POP materials today, so they are creating more eye-catching, larger and more interactive displays. But this depends on having a superior relationship with retailers, who allocate such space judiciously.
Shopper marketing promises superior ROI and represents a growing part of brand budgets. Schawk’s expertise – starting with incisive research and analytics at the strategic stage and extending through creative and execution – reflects this important and exciting trend. Furthermore, we are experts in the brand/retailer relationship, having facilitated many innovative and profitable collaborations between the biggest brands and retailers.
Schawk is excited about its insights into habits and inclinations of consumers and its ability to leverage those across a huge range of brand touchpoints. Shopper marketing is a core strength of brand point management.