How Can Companies Become
Successful In Shopper Marketing
Shopper marketing is not a
destination; it is a means to an end.
It fills a critical void in the industry’s
goal of 360-degree marketing which
integrates all marketing stimuli
into a single holistic story. It allows
marketers to ensure those shoppers’
in-store experiences align with outof-store brand connections.
In short, shopper marketing helps
marketers look at the whole picture
of the people who buy and use
their products. Consumer goods
companies in Kenya especially multinational companies have started to
develop their shopper marketing
capabilities recognizing the potential
for growth.
But to achieve its growth and full
promise, shopper marketing must
evolve beyond a siloed, tactical
practice and become a strategic
capability that is better integrated
with other major investments across
the marketing and media ecosystem.
Shopper marketing capabilities
follow a three-stage natural
lifecycle - companies must go
through this natural lifecycle in
the implementation of shopper
marketing in order to achieve the
potential results.
Successful shopper centric
companies have designated resources
and begun developing programs
(stage one), they have then built the
capabilities required to perform with
scale (stage two). Success comes
from culturally embedding (stage
three) this new and different way of
thinking and working.
These companies with advanced
shopper marketing capabilities
report that their initiatives perform
significantly better at driving
company-level results such as
boosting top line growth, driving
value from relationships, and
building brand equity.
As an example, “models created
based on actual consumer goods
companies’ experiences indicate that
effective shopper marketing can
grow a brand’s revenue 25 percent
faster than the overall category. “
FLONASE Allergy Relief Over-
‘‘ Manufacturers and retailers can
use shopper marketing in concert
with traditional marketing strategies
to substantially improve the
shopping experience for a targeted
shopper. When done well, a shopper
should feel like the store was
designed just for her. She will visit
more frequently, dwell longer and
make better product choices.’’
54 MAL 13/16 ISSUE
Case Study 2:
the-Counter Launch – EFFIE
GOLD 2016
This campaign won an EFFIE
(Effectiveness in Marketing
& Communications) new
product Gold Award in 2016.
Launching prescriptionstrength FLONASE over-thecounter meant introducing the
brand into a category where
people traditionally shop on
autopilot.
In order to grab their attention,
GSK created the biggest
launch in history, using an
omnichannel approach to
educate allergy sufferers about
the more complete allergy relief
of FLONASE, and drew their
attention to the allergy aisle at
top retailers nationwide.
Within the first six months of
the launch, the brand exceeded
target brand share and in the
process, grew the category for
all of their retail partners.
Source: Effie Awards 2016,
North America.
The Future is Here
Eight out of ten consumers
globally are using an electronic
device as they shop whether
online or in-store. The mobile
revolution puts your money,
your shopping and payment
mechanism on the same screen
at the moment of purchase.
Mobile devices have accelerated
shopping – payment, money
and shopping in one.
Shoppers are using mobile
devices to decide what they
want (research), can they afford