Retailers and manufacturers of consumer products are increasingly targeting consumers actually in ‘shopping mode’, shifting their marketing focus away from conventional above the line advertising towards shoppers in-store.

At Evolution Insights we define shopper marketing as any marketing activity aimed at the shopper throughout the path to purchase.

Effective shopper marketing draws from an improved understanding of how consumers behave as shoppers, typically in-store. Consumers and shoppers are acknowledged in some cases to differ even in person.  Greater insight into shoppers can enable manufacturers to deliver specific tailored marketing activity at particular retailers and/or channels, delivering superior returns on investments.

Shopper motivations and behaviours are too in the midst of an evolution. The rise in investment in shopper marketing combined with trends such as globalisation and the recent economic downturn all challenge our values and needs as shoppers. Effective shopper marketing therefore draws also from an improved understanding of how shopper motivations and behaviours are evolving, and the forces that drives this.