Best Niche Markets

Best Niche Markets Biography

Shopper marketing is "understanding how one's target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders, defined as brands, consumers, retailers and shoppers."
According to Chris Hoyt "Shopper marketing [is] brand marketing in retail environment." Since it includes category management, displays, sales, packaging, promotion, research and marketing "Shopper marketing is the elephant in the room that nobody sees the same way." ([Shopper Marketing book],[1] Kogan Page 2009)
Shopper marketing is not limited to in-store marketing activities, a common and highly inaccurate assumption that impairs the spread of any industry definition. Shopper marketing must be part of an overall integrated marketing approach that considers the opportunities to drive consumption and identifies the shopper that would need to purchase a brand to enable that consumption. These shoppers need to be understood in terms of how well they interpret the needs of the consumer, what their own needs as a shopper are, where they are likely to shop, in which stores they can be influenced in, and what in-store activity influences them.
Unilever defines a shopper insight, an insight upon which shopper marketing is based - as a "focus on the process that takes place between that first thought the consumer has about purchasing an item, all the way through the selection of that item."[2] -
Shopper marketing challenges the assumption that the shopper and the consumer are the same. Despite the fact that this is not always true (consider the consumer and shopper of pet food for a moment) it is clear that the industry still gets confused.
Shopper marketing is important for many reasons, but it is clearly of importance to manufacturers if for no other reason that they spend vast amounts of money on it, and that these amounts are increasing. Many organizations spend over 8% of total sales on in-store marketing; when total trade spend is added up it can often top 40% of total revenue.[citation needed]

Best Niche Markets

Best Niche Markets

Best Niche Markets

Best Niche Markets

Best Niche Markets

Best Niche Markets

Best Niche Markets

Best Niche Markets

Best Niche Markets

Best Niche Markets

Best Niche Markets

Best Niche Markets

Best Niche Markets

Best Niche Markets

Best Niche Markets

Best Niche Markets

Best Niche Markets

Best Niche Markets

Best Niche Markets

Best Niche Markets