Most consumers have eight beverages a day and we are capturing only one of those eight beverages, so there is a huge opportunity. “The mark of a great shopper marketing campaign is that it is http://www.starsoftlabs.com/exploring-retail-sign-options-for-real-estate-agencies.php not ‘one and done.’ It is sustainable,” Carlisle told attendees. Rachel Smith, Coca-Cola’s assistant vice president of shopper marketing for the drug/value retail sector, told conference attendees she initially thought that delivering such a high degree of customization — to accommodate just one retail partner — was unlikely. Dollar General wanted Coca-Cola to create an exclusive “custom pack” of beverages, a highly complex production undertaking.
Unilever is an organisation committed to equity, inclusion and diversity to drive our business results and create a better future, every day, for our diverse employees, global consumers, partners, and communities. At the heart of what we do is our people – we believe that when our people work with purpose, we will create a better business and a better world. Brands typically pay slotting fees, commit to promotional pricing, or offer volume guarantees. Shopper marketing is the discipline of driving conversion by engaging people when they shop, both in-store and online. An effective shopper marketing strategy is able to create a triple win for the brand, the shopper and the retailer, that…
The aim is to create awareness of the company and build a long-term relationship with its customers. Key metrics include sales lift, conversion rate, foot traffic, basket size, and return on investment (ROI) from promotional spend. Many advertising agencies have large business units that focus on shopper marketing because of the immediate impact it has on sales.
- And now more than ever, smaller brands must reassess their strategy as consumers increasingly shift to private label.
- They are experiential experts and always deliver innovative and strategic experiences that resonate with our consumers.
- AKQA delivers shopper marketing services that connect retail media, in-store execution, and commerce journeys with brand and performance goals.
- With 3.4 billion people in over 190 countries using our products every day, Unilever is a business that makes a real impact on the world.
- The focus stays on measurable outcomes, reporting depth, what each tool makes quantifiable, and the evidence quality behind traceable records, baseline comparisons, and variance analysis across store and channel performance.
- “A big challenge in shopper marketing is developing the right ROI return on investment,” she said.
Shopper Marketing As Seen In Commerce Media
- Dentsu delivers shopper marketing services focused on execution governance across retail media, in-store programs, and measurement.
- According to Eric Meunier, a shopper marketing consultant and author of Think Shopper, shopper marketing was first conceptualized by Walmart and P&G more than 30 years ago.
- Wavemaker supports retailer campaign execution workflows with practical templates that teams use in day-to-day cycles.
- In 2026, shopper marketing will increasingly be driven by real data on how people actually shop, rather than by declarations or intuition …
- Jellyfish pairs day-to-day campaign operations management with practical performance reporting built for next-cycle changes.
- The learning curve is usually manageable because VML structures the workflow, defines deliverables, and guides teams through the handoffs.
If measurement needs must be operational for planners, teams should prioritize providers that deliver practical next-cycle reporting like Jellyfish and Wavemaker. Jellyfish pairs day-to-day campaign operations management with practical performance reporting built for next-cycle changes. Wavemaker also supports small and mid-size teams with retailer campaign execution workflows and practical templates for iterative cycles. Publicis Groupe fits teams needing tight coordination across retail and commerce touchpoints with clear handoffs and in-store plus retail media execution. These services also suit teams where approvals and retailer requirements create launch and QA overhead. Dentsu commerce, Havas Media, and Jellyfish also depend on timely inputs from brand and retailer stakeholders, so internal calendars need to be available for the provider to hit milestones.
Understanding path to purchase and optimizing it with research
With 3.4 billion people in over 190 countries using our products every day, Unilever is a business that makes a real impact on the world. The SHOPPER MARKETING MEDIA mark is filed in the category of Class 035 Advertising, marketing, promotional and business . This is an exciting role, and https://thiswhatido.com/features-of-the-construction-and-design-of-retail.html we’re looking for commercially astute candidates with a desire to deliver results and who demonstrate an ability to influence and manage stakeholders internally and externally.
Geo-targeted social media ads
Usage is most effective when stakeholders can provide clean retailer feeds and agree on the measurement plan before activation begins. A practical tradeoff is that measurable value depends on data availability and retailer reporting granularity, which can limit attribution precision in some environments. Reporting depth supports audit-ready traceable records that separate audience reach, in-store impact, and retailer execution checkpoints. Delivery typically includes media and merchandising coordination, activation governance, and performance reporting structured around coverage and accuracy of the underlying datasets. Runs shopper marketing and retail activation programs across retailers using performance reporting tied to SKU-level and basket-level signals. For organizations with fragmented accountability between marketing, retail execution, and analytics, the service model can require tighter internal coordination to preserve traceable records and reporting consistency.
Lead Account Director – Large Customers, International – LinkedIn Marketing Solutions (Nordics)
We hear “shopper marketing,” “customer marketing,” “trade marketing,” and “retail marketing” used interchangeably in client calls. This matters because shopper marketing targets the person making the purchase decision, not necessarily the end user. They pour budget into Meta ads, Google Shopping, and influencer campaigns, then wonder why conversions plateau once they hit retail.