Niche Market Finder Biography
A significant factor in the rise of shopper marketing is the availability of high quality data from which insights may be gleaned to help shape strategic plans. According to recent industry studies, manufacturer investment in shopper marketing is growing more than 21% annually.[3]
For instance, Procter & Gamble, according to the company’s financial statements, invests at least 500 million dollars in shopper marketing each year.[4] Procter & Gamble's Wal-Mart Customer Team as well as ThompsonMurray (now Saatchi & Saatchi X), are considered by many as the original pioneers in true Shopper Marketing in the US.[citation needed] Shopper marketing is also practiced by the leading European companies such as Unilever and Beiersdorf and the discipline is developed further by the likes of Phenomena Group, Europe's first shopper marketing agency.[1]
The following statistics have caused the reapportionment of marketing investment from consumer marketing to shopper marketing. What follows is ultimately very misleading; each brand performs differently based on shopper need states, shopper trip types, retailer formats, brand importance, brand relevance and a host of other factors:Several different data collection methods provide information on the shopper’s buying behavior of a given brand: observations, intercepts, focus groups, diaries, point-of-sale and other data.
Observations made before entering a store, in the store, and after exiting a store clarify when, what, where, why, who and how shopper behavior occurs.
Issues to be noted consist of, for example: the length of the buying process, the items the shopper noticed, touched, studied, the items the shopper bought, as well as the purchase methods influencing the process. Interviews help uncover motives guiding the buying behaviors. The matters commonly clarified are: the likelihood of product substitution and the identification of substitutes; values and attitudes; desires and motivational factors; as well as lifestyle and life situation. Point-of-sale data provide information on which products were bought, when and for how much (and sometimes by whom when a frequent shopper card can be used).
How other shoppers in a store can influence the shoppers in a target market are also of interest. For example, research by Martin (2012) in a retailing context found that male and female shoppers who were accidentally touched from behind by other shoppers left a store earlier than people who had not been touched and evaluated brands more negatively, resulting in the Accidental Interpersonal Touch effect [7]
Niche Market Finder
Niche Market Finder
Niche Market Finder
Niche Market Finder
Niche Market Finder
Niche Market Finder
Niche Market Finder
Niche Market Finder
Niche Market Finder
Niche Market Finder
Niche Market Finder
Niche Market Finder
Niche Market Finder
Niche Market Finder
Niche Market Finder
Niche Market Finder
Niche Market Finder
Niche Market Finder
Niche Market Finder
Niche Market Finder
No comments:
Post a Comment