Shopper Marketing Fundamentals by Oliver Pedersen

Learn how shopper marketing centers the customer journey, engages shoppers at the moment of purchase, and drives growth across channels for FMCG brands.

Contrast shopper marketing with consumer marketing by examining shopper versus consumer roles, needs, and behavior. Use examples like isotonic beverages, dog food, kid's cola, baby food to illustrate differences.

Discover the four main benefits of shopper marketing: convert more shoppers, grow the category, meet customer expectations, and raise marketing effectiveness through strategies like PSM that build brand equity.

Bridge the traditional brand pyramid with shopper marketing, linking awareness, consideration, and loyalty to in-store and online retail through in-store activations and sampling.

Explore shopper psychology, the study of buying patterns and emotional responses to advertising and packaging. Understand its role in guiding shopper behavior and market research within marketing.

shows how the subconscious mind drives 95% of purchase decisions in shopper marketing, using an iceberg analogy to contrast conscious 5% with the emotional mind and memories.

Examine how system one fast thinking and system two slow thinking drive shopper behavior, and how brand awareness, connection, and consistency cut through clutter.

Explore moments of truth across the customer journey, from trigger awareness to final sharing, and learn how positive and negative moments drive loyalty and brand advocacy.

Define the shopper trip mission as the intersection of consumer needs and shopper needs (time, money, energy) that explains why shoppers visit the outlet and what influences them.

Explore shopper trip missions across off-trade, on-trade, and e-commerce channels, detailing main shop, top up, specific event, on the go, meal for tonight, eat, drink, entertainment, travel, and gifting.

Learn how shopper behavior and category dynamics intertwine, explore category programs and shopper solutions, and see why retailers prize category growth as the path to stronger partnerships and sales.

Explore the five shopper category fundamentals: category structure, ease of shop, education, excitement, and product quality, to drive category growth.

Explore shopper solutions that bundle complementary products into activations, like vodka and Kahlua for espresso martini or spritz displays with complete recipes, driving category growth for retailers.

Learn the modern off-trade path to purchase across hypermarkets, convenience stores, and cash-and-carry, and optimize pre-store awareness, in-store navigation, product selection, and post-purchase experience to drive loyalty.

This lecture uses Coca Cola to illustrate the path to purchase from pre store to sharing, showing disruptive, targeted activations at each shopper touchpoint to influence browsing, selecting, and purchasing.

Explain the on-trade path to purchase across UN trade channels, linking shopper occasions and missions to stages—from pre-outlet and entering to browsing, selecting, purchasing, and sharing experiences.

Identify intervention points across on-trade channels along the path to purchase, using digital planning, clear signage, eye-level displays, and tactical POS to drive selection, purchasing, and loyalty.

Packaging demonstrates shopper marketing by conveying brand information on primary and secondary packaging and guiding product use, with examples from soap, walnuts, pasta, and Elena's ice cream.

Define posm, the materials used to attract shoppers and convey product information at the point of sale. Identify key posm types such as posters, shelf talkers, and wobblers.

Learn how to evaluate PSM with the four C's diagnostic toolkit—clear, cut, true, consistent, and connect—using a template to score and decide to keep, redesign, or discard.

Evaluate off-trade possum displays using the fork template and the 4C toolkit to judge attention, disruption, brand consistency, messaging, and call to action.

Use the 4c toolkit to evaluate on-trade posm for cut-through, consistent, connect, and clear, determining whether to keep, redesign, or discard based on shopper impact.

Explore point of sale materials and placement along the path to purchase, including secondary placements, end caps, and impulse zones, to build brand experience, influence shopper behavior, and drive sales.