Shopper Marketing Mastery - The Complete course

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.

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.

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.

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.

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

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.

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.

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.

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 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.

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.

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.

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.

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 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.