Engage consumers throughout the shopper journey

Dina Howell
Saatchi & Saatchi X

Shopper marketing is a holistic process that attempts to influence the purchase path. It might take in TV or press awareness, online search, outdoor ads at malls, location-based mobile and the store itself

Shopper marketing is a term being bandied around a lot lately. Inflating media costs and an increasingly fragmented way to reach consumers is seeing the store (including online versions) becoming one channel for communication that people are guaranteed to be exposed to. The process brings together the major stakeholders in any piece of communication – the brand, the shopper and the retailer – to create work that really changes behaviour at the buying moment. It improves the holisticity of communications, from TV to the actual purchase, which becomes increasingly important in a more fragmented media landscape.