Shopper Marketing


Practice & Theory


The genesis of shopper marketing was the discovery that 70% of all brand purchase decisions were made in the retail environment. P&G called this the first moment of truth; that moment when the shopper is at the shelf making their purchase decision. Manufacturers and agencies began rallying their forces, understanding how to speak to shoppers in the retail environment with the goal of influencing their purchase decisions.

Simply put, shopper marketing recognises the shopper as a new strategic target in addition to the consumer. Someone in the shopper mind-set must be spoken to differently by a brand than someone in the consumer mind-set. We must also realise that a person can be a shopper in and outside of the retail environment. The better we understand the journey a shopper takes to purchase a product or service the better equipped we will be to connect with them and get them to purchase our brand.

Target Audience

This workshop would be beneficial to managers from the fast-moving goods industry:

  • Chief Marketing Managers
  • Marketing Consultants
  • Research Managers/Specialists
  • Brand Managers
  • Trade Marketing Managers
  • Sales Managers
  • Business Managers

Learning Objectives

This course will provide you with a strong foundation on which to build your shopper marketing capabilities by teaching you:

  • What shopper marketing is, its key pillars, functions, and benefits
  • How to define shopper marketing in a way that differentiates it for your organisation
  • The role shopper marketing plays in a brand's go-to-market strategy
  • Consumer & Shopper Insights: definitions of insights, their role, how to find them, insight connectivity, and how to translate them into ideas
  • How shoppers make decisions
  • The six steps in an effective, strategic shopper-marketing process
  • Redesigning the Path-to-Purchase: Consumer-Brand Relationship Cycle©
  • The Zero Moment Of Truth (ZMOT), also known as the shopper journey
  • How to integrate shopper marketing into your overall annual planning process
  • How to craft insights into evocative and inspiring statements

Programme Outline

Day 1 – A.M.

Introductions and Schedule

  1. Introductions
    1. Name, company, position
    2. What you hope to get from the course
  2. Schedule

Shopper Marketing: Definition & Key Principles

  1. Exercise: What is Shopper Marketing?
  2. Distinguishing the consumer mindset from the shopper mindset
  3. How the industry progressed to Shopper Marketing:
    1. Brand/Consumer – 1970's
    2. Category Management – 1980's
    3. Retailer – 1990's:
      1. ASM
      2. Co-Marketing
      3. Customer Marketing
    4. Shopper Marketing – 2000's
  4. Define Shopper Marketing simply: Consumer advertising tells consumers what to think (based on what they said they would do), Shopper Marketing tells shoppers what to do (based on what they have already done in the past).
  5. The pillars of Shopper Marketing:
    1. Category Management
    2. Shopper Understanding
    3. Retailer Knowledge
    4. Manufacturer/Retailer Collaboration
  6. The functions of Shopper Marketing:
    1. Provide shopper solutions:
      1. What does this mean?
    2. "Change" shopper behavior:
      1. Repeat Behavior
      2. New Behavior
      3. Get shopper to spend more time in the store
      4. Get them to visit somewhere they normally don't shop
      5. Sell more within where the shopper already goes
    3. Enhance the shopping experience
  7. The benefits of Shopper Marketing:
    1. Value to the shopper
    2. Sales to the brand
    3. Incremental profits to the retailer
    4. Improved relationship between manufacturer and retailer
    5. Build brand equity?
    6. Build brand loyalty?
    7. Build loyalty to retailer's banner?
  8. Shopper Marketing: A Completed Framework
  9. What activities qualify as Shopper Marketing?
  10. Exercise: Write an industry definition for Shopper Marketing
  11. Industry definitions of Shopper Marketing:
    1. Deloitte
    2. Marketing Leadership Council
    3. Retail Commission
    4. Compare, contrast and critique these definitions based on what we have already discussed
  12. Differentiating Shopper Marketing for your organisation:
    1. Define what your organisation believes Shopper Marketing can accomplish
    2. Identify the key pillars for your definition
    3. Leverage your core organisational capabilities
    4. Evolution of your definition over time based on test and learn
  13. Examples of definitions:
    1. Sara Lee
    2. Henkel Corporation
    3. HP
    4. MillerCoors
  14. Shopper Marketing's role in a brand's go-to-market strategy:
    1. Integrated Marketing Communications Model: One strategic target – consumer
    2. Integrated Marketing Communications Model: Two strategic targets – consumer & shopper
    3. The role of Shopper Marketing
    4. The opportunities
    5. How your company needs to behave differently

Day 1 – P.M.

Consumer & Shopper Insights

  1. Define the word "insight" vs. "generalisation"
  2. How generalisations are used
  3. Definition of an insight in a marketing context
  4. Whom to consider when looking for insights
  5. Moving from generalisation to insight
  6. The role of insights
  7. Exercise: Definitions for a consumer & shopper insight
  8. Consumer insights
  9. Shopper insights
  10. Shopper Research:
    1. The fundamentals:
      1. Where do they shop?
      2. What do they buy?
      3. How do they behave in-store?
      4. Why do they behave that way?
    2. Retailers can provide the "what" with their loyalty data while the manufacturers can provide the "why"
    3. Probing model
    4. Where to find shopper insights
    5. Secondary sources for shopper data
  11. Insight Connectivity Model:
    1. How to link consumer and shopper insights together
    2. Examples
    3. Exercise: Connect the consumer and shopper insights
  12. Insights and ideas
  13. When the shopper and the consumer are different:
    1. How to determine to whom shopper communications should be targeted

How Shoppers Make Decisions

  1. The five shopper fallacies that hold us back:
    1. Shoppers can easily explain how they behave and why they behave that way
    2. Shoppers evaluate and weigh information consciously, then act
    3. Shoppers' memories accurately represent the experiences with a brand
    4. Shoppers can be disrupted/interrupted by our messages
    5. Shoppers interpret brand messages the way in which we intend

Day 2 – A.M.

Shopper Marketing Process

  1. Collaborate with the retailer
  2. Shopper Marketing Process
  3. Immersion: preparing the inputs into shopper marketing
    1. Strategic Development: set objectives & strategies, align calendars
    2. Plans Development: ideation and tactical planning
      1. Shopper Solutions Model & Examples

Facilitators: Christopher Brace and Angel Alvarado 

Christopher Brace

Christopher is a classically trained strategic planner with shopper marketing, brand management, traditional advertising and promotions experience. What makes him unique is his ability to draw from this diverse level of experience to build effective strategies, communications, and programmes for both the consumer and the shopper.

His 20+year career has been spent with companies like The Clorox Company, Unilever, The Kellogg Company, J. Walter Thompson, and TBWA/Chiat/Day. As owner of Shopper Intelligence, he has worked with companies like Sara Lee and MillerCoors to maximise the benefits of shopper marketing by helping them align internally, gaining upper management support and integrating shopper marketing into the annual brand planning process.

Christopher has also trained professionals from L'Oreal Paris, Red Bull, Del Monte, Kellogg, Pfizer and The Hershey Company on the theory and practice of shopper marketing.

He is a sought after resource to help companies build a clearly defined strategic process to take their shopper marketing capabilities to the next level.

Angel Alvarado

With an extensive career in marketing and commercial fields Angel Alvarado is a managing partner in a consulting firm that helps organisations to create strong brands, loyalty of shoppers and consumers while creating measurable value for stakeholders.

His experience includes design and execution of brand positioning and communication campaigns, point of sale activation, experiential marketing, digital strategies and revenue management.

His operational experience helps organisations to build the capabilities needed execute and deliver value for shoppers and consumers in a sustainable manner.

His firm has been driving successful shopper strategies for more than 20 years with multinational companies in the sectors of FMG and retailers across Mexico, Central America and the Caribbean.

Angel Alvarado holds a degree in Industrial and Systems Engeeniring from Tecnologico de Monterrey and currently serves a Strategic Marketing Director at the Arthur Lok Jack School of Business.


Date View Event Calendar
Time 8:30 pm – 4:30 pm
Duration 2 Day
Cost TT $4,200.00 (inclusive of training materials, refreshments and Certificate of Participation) 
Please note that prices are subject to change without notice.
Venue Arthur Lok Jack Graduate School of Business
Max Richards Drive,
Uriah Butler Highway, North West,
Mt. Hope


Tel: 645-6700
Fax: 662-1411


Tamara Edwards - ext. 157
Jamie Kendall - ext. 155



Certificates will only be issued to participants who have attained a minimum attendance rate of 75% for the duration of the course.

Course Cancellation/ Reschedule Policy

Arthur Lok Jack GSB (ALJGSB) reserves the right to cancel training at any time. If ALJGSB cancels the training due to unforeseen circumstances beyond the control of ALJGSB, you are entitled to a full refund of the course fee, or your course fee can be credited toward a future training, based upon availability (providing payments have been made before original advertised date).

ALJGSB reserves the right to reschedule training at any time. If ALJGSB reschedules training due to unforeseen circumstances beyond the control of ALJGSB, the training will take place at the next available time. Participants will be informed via phone and/or e-mails.



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