Shopper Marketing Mastery - The Complete course

Shopper marketing centers on the customer journey and moment shoppers buy, answering who, why, when, where, what, and how they purchase across channels to benefit brands, retailers, shoppers, and customers.

Leverage shopper marketing as an omnichannel approach beyond in-store activities, extending to e-commerce and on trade, linking brand positioning with shopper experiences along the point of purchase to drive engagement.

Compare shopper marketing and consumer marketing to show that a shopper is not always a consumer. Use isotonic beverages, dog food, and baby food to illustrate targets.

Discover why shopper marketing matters and how POS placement and design shape shopper decisions and brand equity. Learn to optimize layout, scent, and lighting to interrupt shoppers and boost purchases.

Explore the four main benefits of shopper marketing: convert more shoppers to purchase, grow categories with customer partnerships, meet customer expectations, and raise marketing effectiveness.

Explore how to connect brand marketing and shopper marketing with a brand positioning model, from human truth to purpose, benefit, reason to believe, music, must haves, and personality.

Explore how a brand positions itself in the market and crafts an internal brand manifesto—an emotional story guiding marketing, purpose, and customer perception.

Navigate the traditional brand pyramid and the missing link of shopper marketing, from awareness to loyalty, and connect in-store experiences like retail selection, trials, and activations.

Explore shopper psychology as the study of buying patterns and reactions to advertising. Learn about emotions, system 1 and 2, subconscious mind, path to purchase, and history shaping shopper marketing.

Explore how the subconscious mind drives 95% of purchase decisions, using the iceberg analogy to link emotions, memories, and unconscious urges to shopper marketing strategies and brand choices.

Target the subconscious mind and emotions to influence shopper decisions along the path to purchase, from shelf fixation to placing in the basket, through memorable brand experiences.

Explore how emotions drive shopper behavior and POSM design, showing how luxury brands or iPhones evoke self-worth, status, and connection, and how displays with friendly imagery boost engagement.

Understand how brain lateralization affects marketing design, and placing images on the left and text on the right improves neurological effectiveness and directs attention through gaze.

Explore system 1 and system 2 thinking to understand how shoppers process information, cut through store clutter, and how brand awareness, connection, and consistency drive shopper marketing.

Place products at eye level to maximize fixation, around ten degrees above to thirty degrees below. Use top shelves for premium items and bottom shelves for toddlers.

Retailtainment blends retail and entertainment to provide a unique brand experience that immerses shoppers and drives share of desire and brand equity, as seen in Nike and Apple stores.

Explore the moments of truth across the customer journey, from trigger to ultimate sharing, and learn how positive moments on touchpoints build loyalty and brand advocacy while mitigating pain points.

Explore the zero moment of truth and how online research and brand reputation influence consumer decisions before store visits, with 88% of shoppers researching online.

Identify the first moment of truth, coined by Procter and Gamble, as the three to seven seconds encounter when a shopper sees your product and decides whether to buy.

Explore the second moment of truth, its before- and after-purchase experiences, and how a strong usage experience influences brand perception, satisfaction, and future buying decisions.

Explore the third moment of truth, the ultimate moment, where feedback shapes the path to purchase. Learn to map steps, influence experiences, and turn customers into advocates.

Define and compare off-trade, on-trade, and e-commerce channels to tailor shopper marketing tactics across different selling environments.

Explore the six off-trade channels and how they define retail for beverage FMCGs, from hypermarkets and supermarkets to convenience stores, discount stores, liquor stores, and cash and carry.

Explore 25 on-trade channels and how to classify outlets by shopper mission and outlet image, from trend setting fine dining to mainstream pubs, and align marketing and brand positioning accordingly.

Explore the four e-commerce channels—bricks and clicks, pure online, brain to consumer, and on demand e-commerce—and how to tailor shopper marketing tactics to each channel.

Identify the shopper trip mission by examining consumer needs and shopper needs, like time, money, and energy, revealing why shoppers visit stores and what influences them.

Explore a shopper trip mission in off-trade, aligning consumer dinner needs with shopper constraints like budget and timing, and see how Coca-Cola tailors offers.

Explore how shopper trip missions shape behavior at point of sale and guide marketing and store operations to match motives and time in store for meals tonight or weekly shop.

Explore the 13 shopper trip missions across off trade, on trade, and e-commerce. Map main shop, top up, on the go, specific events, and meal for tonight within each channel.

Learn how category growth drives retailer partnerships, and use category programs, activations, and shopper solutions to grow the category and win retail support.

Learn the four modes of the category economic model—more people, more often, buy more, and pay more—to quantify category value and sell shopper programs to retailers and customers.

Explore the five shopper category fundamentals: category structure, ease of shop, education, excitement, and product quality, and learn how they drive category growth and retailer partnerships.

Discover how category structure and clear navigation organize the assortment, helping shoppers try new products and trade up to premium options, with examples from vodka, rum, gins, and country-sorted wines.

Enhance ease of shop by optimizing range, space, and navigation to boost browsing and conversion, illustrated by psm-led aisles with clear skus, top signs, and trusted branding.

Educate shoppers with clear pairings and flavor profiles through displays, packaging, and staff guidance across on-trade, secondary packaging, and staff-led tastings, extending the product portfolio and boosting category growth.

Activate excitement in shopper journeys by introducing new occasions, information, and discovery through engaging activations, product packaging, interactive displays, and QR codes to boost conversions and repeat purchases.

Improve shopper experience by delivering high quality packaging, on shelf presentation, and value added packs that bring premium tasting experiences home, from cold fridges to paired gins and tonics.

Explore category solutions that unite multiple brands to drive the category and meet retailer goals. See Lay's and friends demonstrate cross-brand activations that build brand equity and category growth.

Explore category activations that drive growth while building brand equity, featuring heartland brands such as 1664 Blanc and PepsiCo snack programs tied to football and food pairings.

Explore shopper solutions that combine complementary products into easy cocktail and meal pairings, using activation displays and recipe-based prompts to guide shoppers, drive category growth, and boost sales.

The path to purchase is the journey across channels and campaigns to convert from a prospect into a customer, featuring awareness, consideration, and decision stages, and it isn't strictly linear.

Map the modern off-trade path to purchase across hypermarkets and convenience channels, identifying where shoppers drop off and how to optimize in-store navigation, point-of-sale placement, and branding for loyalty.

Explores Coca-Cola's path to purchase as a case study, illustrating pre-store, store entry, browse, select, purchase, and sharing interventions to influence shoppers.

Explore how shopper trip missions shape the path to purchase, from pre-store to post-purchase experience, including main shop, top-up, specific event, on the go, and meal-for-tonight patterns.

Learn to activate shopper trip missions along the path to purchase, tailoring main shop, top up, and on the go or meal for tonight with large pack formats and fridges.

Explore how off-trade messaging shifts from thematic brand storytelling to selling cues across the path to purchase, guiding pre-store awareness, in-store engagement, purchasing, and post-purchase advocacy.

Tailor messaging along the off-trade path to purchase for each shopper trip mission: main shop, top up, on the go, meal for tonight, and specific event, across pre-store to share.

Explore the path to purchase in traditional stores, their local culture roots, and how mom-and-pop shops, kiosks, and markets meet daily needs in emerging markets.

The path to purchase in traditional stores unfolds from need to trip mission, front of store, entry, browsing, selecting, and purchasing, with the navigate step missing.

In traditional stores, brands communicate across the path to purchase—from approaching the store to payment—using exterior signs, displays, fridges, and on-the-go messaging for top-up missions.

Map the path to purchase in on-trade channels by linking shopper occasions to trip missions, then navigate pre outlet, entry, browsing, selecting, purchasing, and experience sharing stages.

Identify intervention points in the on-trade path to purchase, from pre-outlet digital planning and entry signage to browsing, selection, and purchasing, using simple POS and bar fixtures.

Tailor on-trade messaging along the path to purchase for food led, drink led, entertainment led, and travel shopper trips, using social media, offers, frames, posters, menu boards, and staff training.

Explore the path to purchase in e-commerce, from bricks and clicks and pure online to on-demand channels, then follow the seven steps from search engine to basket and purchase.

Identify intervention points along the e-commerce path to purchase, from voice search and recommendations to home, category, brand listing, product pages with emotional imagery, basket, and qr code sharing.

Explore how packaging drives shopper marketing by protecting products, capturing attention, conveying key messages, shaping perceived value, and guiding purchase decisions through primary and secondary packaging.

Show how packaging boosts shopper marketing with secondary packaging that conveys brand world, usage instructions, and standout designs, from organic pasta labels to in-store sampling campaigns.

See how packaging guides shoppers with clear visuals, pasta type, and cues like made in Italy, 7–9 minute cooking, while Coca-Cola style personalization and prizes extend brand experience.