From our perspective, Shopper Marketing is much more than trade promotion strategy, in-store events or retailer tie-ins. Our comprehensive view of Shopper Marketing embraces the challenging world of pre-purchase dynamics (product quality, social media, and online communities). Any time there is interaction between the consumer, retailer and brand, Shopper Marketing can and should play a role.
As an industry Thought Leader, Edgewood Consulting has been at the forefront of developing Shopper Marketing solutions for both suppliers and retailers. Some engagements have been broad, including the integration of Shopper Marketing into established manufacturer processes such as Marketing Planning, Sales Development, Customer Planning and Category Management. At the other end of the spectrum, we have significant experience in optimizing trade promotion strategies and tactics and developing of in-store promotional activity. For all engagements, Edgewood Consulting develops a customized approach to meet the unique objectives and requirements of our clients.
According to a 2012 study by the Grocery Manufacturers Association, Shopper Marketing budgets are growing and provide a greater ROI than most Marketing Mix elements. In our experience, the greatest benefit of Shopper Marketing engagements between manufacturers and retailers is the ability to align on common objectives by focusing on growing both a category and a specific brand at the same time.
Shopper Marketing Case Study