The definitive shopper marketing guide tools playbooks. See more ideas about books, marketing and books to read. One thing cocacola, geico and under armour are doing that. In this guide, you will discover a distilled best practice approach to shopper marketing that will superpower your strategy and lead you in the direction of success. The goal of shopper marketing is to influence purchase decisions when the shopper is close to the product in the store. How marketing must reinvent itself in the age of the shopper. In the shopper marketing revolution, shopper marketing pioneers toby desforges. Shopper marketing is a broad topic focused on understanding how the target shopper behaves in different channels and formats. The consumer actually uses the product a dog eating dog. Shopper marketing is a wellthought business practice designed to attract a customer into purchasing a given product or service. July 26, 2016 shopper marketing, long considered a discipline limited to instore, pointofpurchase, and endofaisle promotions, has undergone a metamorphosis since the advent of digital marketing, evolving into an omnichannel. Understanding the drivers of shopper loyalty across retail channels using an online survey of over 8,500 shoppers and structural equation modeling sem, this research uncovers key factors that drive trips and loyalty along the path to purchase for brickandmortar grocery, pharmacy, mass, dollar, and convenience stores.
Shopper marketing is not limited to instore marketing activities, a common and highly inaccurate assumption that impairs the spread of any industry definition. The goal of shopper marketing is to influence shopper behavior while people are in the shopping mode in a way that builds brands and drives consumption and growth. Download and read free online the shopper marketing revolution. The book is comprised of articles written by 35 experts from around the world, and it provides practical advice regarding shopper needs and trends, retail environments, effective packages and. Everyday low prices and free delivery on eligible orders. The shopper marketing collaborative opportunities along the path to purchase published by in collaboration with. Mathew is a thought leader for the unprecedented marketing evolution ahead, and his researchbased insights break through the jargon and old perceptions to. The insights presented in this book are clear, and the case studies sprinkled throughout. Shopper marketing as a term has now been around for some time.
Shopper marketinghow to turn shoppers into buyers 2. The shopper marketing revolution our experts weigh in on industry changes, and how retailers and manufacturers must adapt to keep up. Shopper marketing therefore can benefit from many of the same tools and process that are used in the design of services to improve the user customer stakeholder experience. In the shopper marketing revolution, shopper marketing pioneers mike anthony and toby desforges analyze why the industry needs to change and provide. What the shopper marketing revolution is really about is taking a more integrated and strategic approach to instore experiences as a driver of both sales and brand equity. What will your shoppers see on their digital path to purchase. The shopper marketing revolution will be invaluable to the careers of very many of the marketing professionals in the industry, who can save themselves a lot of wheel spinning by studying the book to inform their own practice.
Published by the path to purchase institute with the financial and editorial support of the cocacola co. How marketing must reinvent itself in the age of the shopper toby desforges. Shopper marketing is a rapidly growing concept in sales promotion, but how can you put it to work. Unlike other methods of sales promotion like advertisement and publicity, shopper marketing is a lastminute appeal that attempts to influence a customers purchasing decision at the point of sale. What are suggestions about a good trade marketing book. How marketing must reinvent itself in the age of the shopper by desforges, toby, anthony, mike isbn. Shopper marketing explores the subject of focused marketing initiatives aimed at browsers and shoppers who are instore and can be influenced in their final buying decisions. Shopper marketing is the use of insightsdriven marketing and merchandising initiatives to satisfy the needs of targeted shoppers, enhance the shopping experience and improve brand equity for retailers and manufacturers.
In 2009 we felt the need for this change had become extreme. One report by demand gen in 2016 noted that 96 percent of. The consumer goods industry accounts for 20 percent of th. Rather than being the standard reference work on this new field of marketing good grief. A man of many talents, toby is coauthor or the shopper marketing revolution 2014, consultant to some of the worlds bestknown brands across europe, middle east, africa and asiapacific, a regular international keynote speaker and cofounder of global management consultancy, engage. We are starting to see our general merchandise compensate for the loss of hard books. How marketing must reinvent itself in the age of the shopper kindle edition by desforges, toby, anthony, mike. Mike and toby introduce the fivestep total marketing model, an approach that. We talk through what shopper marketing is and what, critically it isnt. Sharing the stories of successful companies, barbara kahn offers a framework to structure strategic thinking and set the path for success. Indeed these three books cover, in far greater detail, most of the best bits bits of shopper marketing.
Its hard to gain screen time with shoppers on their shopping journey so making. Find out more in the shopper marketing revolution for those on the fast track of modern business the shopper marketing revolution is a must read. Feb 2, 2012 my favorite books for shopper marketers. The shopping revolution is a comprehensive and fascinating read on the challenges facing retailers in these disruptive times. The shopper marketing revolution by mike anthony, 9781939418272, available at book depository with free delivery worldwide. The shopper marketing revolution is now available on amazon.
In this book, dalzell explores the decision made by the founders of the boston manufacturing company to shift their family resources from trade to manufacturing. Edited by two respected practitioners, shopper marketing will show you how to make the most of shopper marketing. Mike and toby introduce the fivestep total marketing model. There are unfortunately very few books written about the topic. Join the revolution start with the fivestep model start understanding shoppers set key performance indicators start measuring challenge working practices be ready for tomorrow 26. How marketing must reinvent itself in the age of the shopper by toby desforges, mike anthony. Its not really about trade marketing, but a useful book for trade marketers. Use features like bookmarks, note taking and highlighting while reading the shopper marketing revolution. The report includes rankings of the top ten brand marketers and agencies in ten key performance areas critical to success in shopper marketing and a miniprimer on shopper marketing. Its essential to understand that the consumer and the shopper are not always the same. The shopper marketing revolution linkedin slideshare. Shopper marketing is a relatively new area of marketing, but the financial investments being made in the area are. Shopper marketing is about focusing on the instore experience first, and using clever integrated marketing ideas to create touchpoints which seamlessly build to that final experience. Download it once and read it on your kindle device, pc, phones or tablets.
Now with a new foreword by philip kotler this second edition features 12 brand new articles that reflect the current changes in the fast growing area, focusing specifically on the international scope, the online presence. Digital revolution sparks radical changes and growth in. In our book we set out to define a new marketing model for the consumer goods industry. 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. From our work with both large and small retailers, it is quite obvious, that a refocusing on user shopper needs from the need to sell more, pays dividends quite quickly. Mike and toby introduce the fivestep total marketing model, an approach that creates coherent links between the end consumer and the instore environment. The shopper marketing revolution provides a clear and practical framework to guide organizations in making the necessary changes to successfully navigate and prosper from this new and exciting business environment the book is a must read for all cpg manufacturers, retailers and the agencies that provide support for this rapidly. When mike anthony and i started writing the shopper marketing revolution in 2009, the world was a very different place. We formally define mobile shopper marketing as the planning and execution of all mobilebased marketing activities that influence a shopper along and beyond the pathtopurchase. In the shopper marketing revolution, shopper marketing pioneers mike anthony and toby desforges analyze why the industry needs to change and provide managers in the field with the practical advice and proven techniques theyll need to revolutionize their businesses. The context marketing revolution is a mustread and will be a reference guide to return to again and again in the decades ahead for any business owner or sales and marketing professional. Full pdf the shopper marketing revolution consumer shopper.
How marketing must reinvent itself in the age of the shopper full online. Books around the topic, however, include paco underhills why we buy. Centering on the shopper shopping has undergone a revolution, and it is still changing. The intersection of mobile marketing and shopper marketing, known as mobile shopper marketing, is a rapidly evolving area.