Welcome to the world of shopper marketing, where retail magic happens and consumer decisions transform into tangible results. So, how do you turn your marketing strategies into buyer-focused, brand-building results?
Shopper marketing focuses on (you guessed it) the shopper, taking a close look at their interests and behaviors, then following them along their entire path to purchase, inspiring them to take action before, during and after a purchase at retail or online. This approach comes from all angles and can sometimes carry hefty price tags. But if you do it right, you’ll see a strong return on your spend, and your retail brand will be set up for long term success.
Let’s highlight the various outcomes and incredible benefits of shopper-focused marketing campaigns that you can expect when partnering with an experienced, proven shopper marketing agency.
What Results Can You Expect from a Shopper Marketing Campaign?
A shopper-focused marketing campaign should create an immersive, unforgettable experience for consumers and drive better business outcomes for your brand. So, what results can you expect from your shopper marketing campaign? Let’s break it down.
More Shoppable Touchpoints
Shopper marketing is all about creating an engaging buyer journey that leads customers right to the point of purchase. By leveraging multiple touchpoints such as in-store displays, online banners and mobile apps before and after the store visit, you can help guide shoppers towards the items they need, (and some they didn’t know they wanted!) Studies show that incorporating shoppable touchpoints in your marketing strategy can lead to a 33% increase in sales (Retail Dive). We recommend modifying your messaging and approach to be more actionable and help stop the scroll by creating exciting content that makes a user stop and engage. For example, “click,” “enter contest,” “share,” “purchase,” “subscribe,” etc.
By investing in shopper marketing, you’re putting your money where it matters most: directly in front of the people who are already shopping. This targeted approach is proven to increase ROI, with campaigns delivering up to $2.01 for every $1 spent (Nielsen). We recommend utilizing the scientific method to constantly test and refine methods and focusing on the metrics that matter most: store level sales!
Stronger Relationships with Retailers
A successful shopper marketing campaign doesn’t just benefit your brand; it also strengthens your retailer relationships. This starts by learning how to communicate your brand and category power effectively. By working together to drive in-store sales, you’ll establish a partnership that benefits both parties and create campaigns that excite and delight consumers. Plus, retailers will be more likely to give your products prime shelf space when they know you’re dedicated to helping them succeed too.
Improved Brand Recognition and Loyalty
This starts with a clear and consistent brand image and voice. When executed well, shopper marketing campaigns not only drive sales but also boost brand recognition and customer loyalty. By standing out on the shelf and creating memorable, engaging experiences throughout the buyer journey, your shopper marketing campaign will leave a lasting impression that develops a familiarity with your brand and keeps shoppers coming back for more by nurturing them after the purchase. In fact, 70% of customers are more likely to remain loyal to a brand that delivers a personalized shopping experience (Epsilon).
What Results Can You Expect from a Shopper Marketing Agency?
First of all, any marketing agency will promise improved sales. That’s table stakes. But without real ROI, it’s just an expense. So, how does the right agency turn it into an investment? Where exactly are these sales coming from? And are increased sales the only benefit you should expect from your shopper marketing agency?
Let’s look at what makes a shopper marketing agency a good choice and which ways they can go above and beyond to deliver results you’ll love. Here’s what you should expect from a partnership:
Improved Organization and Processes
Managing a shopper marketing campaign can be complex, but it doesn’t have to be. Your agency can streamline your organization and processes by aligning sales and marketing for informed, data-driven decision-making that ensures your campaign runs like a well-oiled machine. They help you identify key shopper insights and optimize your marketing efforts for maximum impact. From strategic planning to execution, they should structure, formalize and template all shopper marketing internal processes.
Time-Saving Campaign Management
Juggling multiple tasks and deadlines is no easy feat. With a shopper marketing agency by your side, you can breathe easy knowing they’re supporting communication with vendors and managing your campaign effectively and efficiently. They handle the execution of each shopper marketing campaign, including client guides, proofs and reviews – plus, the agency measures and analyzes all necessary data in order to make recommendations that will save you time and resources, so you can focus on other essential aspects of your business.
Creative and Technical Support
An agency’s team of talented creatives and tech experts fill in the gaps on your team and expand your overall capabilities for bringing your shopper marketing vision to life. From high quality creative and eye-catching in-store displays to seamless ecommerce experiences and web development support, a shopper marketing agency has the skills and know-how to make your campaign a success and stand out in a sea of competition.
Incremental Strategic Improvements
Great shopper marketing campaigns are built on a foundation of continuous improvement. Your agency should regularly analyze and review performance data to identify areas for growth and optimize your campaign (and internal processes) for maximum impact. A little goes a long way. For instance, a study by Harvard Business Review found that by making adjustments to improve your customer retention rates by just 5%, it can lead to profit increases of 25-95%. With these marketing analytics and insights, you’ll enjoy incremental strategic improvements that drive ongoing success.
Get Started Getting Results with Your Shopper Marketing
Whether you’re running your own shopper-focused campaign or working with a trusted shopper agency, there are a lot of great results you can expect from your shopper marketing campaign and agency.