Recipes, tips and techniques — anything that positions you as a lifestyle resource within that space. Then, lean into your analytics tools i. That way, you can focus on engaging consumers with valuable content and providing helpful resources where it matters most. But, in order to support a sustainable shopper marketing strategy, think beyond the transaction. Determine your goals for each phase of the sales funnel, not just conversion, and make it a priority to measure results along the way.
As you evaluate your efforts early on, consider valuable metrics of success like increasing website traffic, improving lead quality, optimizing conversion rates and creating more repeat customers. Successful shopper marketing is, among other things, a product of consistency. Allocate dollars to provide ongoing support in the form of audience acquisition, digital ad creation, content production, and in some cases, agency services.
With all of this considered, how much should you spend? Make a strong enough impact without adversely affecting your bottom line. Keep in mind that shopper marketing is a long-term brand building strategy. Make sure to plan for a month campaign before reassessing your efforts.
Since most shopper marketing takes place online, the process can feel cumbersome and overwhelming. Getting wrapped up in the fine-tuning of your online presence can easily distract you from your goals. Ensure your target audience knows who you are and where your products are sold. Visibility today means strategic ad placement paired with compelling creative. However, you do not own your fans and followers on these platforms, making it imperative to utilize social media as a means for building your own proprietary audience base.
But keep in mind that organic growth on social media has become a thing of the past. Build your audience in target markets and around target retailers. Create ads that support your physical footprint, actively grow your social media audience , keep sharing content that drives website traffic and conversions, and migrate those qualified leads into your CRM database.
While conversion is the goal, the consideration phase is where you identify your value proposition. This part of the process is arguably the most important as it gives your consumers a reason to keep coming back. Give them one more reason to buy. Imagine conducting your online efforts the same way you would if you owned a brick-and-mortar store.
Do you read the manuals, product descriptions and ingredients? Do you ask sales people questions? This is the curiosity we are looking for. This goes hand-in-hand with curiosity. The extra time will allow you to notice things you may have missed and do a more thorough job.
Mystery Shopping is serious research. Mystery shoppers should plan and prepare themselves properly before conducting every assignment.
Since every program is unique to a specific Client, it is important that the shoppers read the evaluation criteria carefully for each new shop they complete. The identical question on two separate client questionnaires could be evaluated in two very different ways, depending upon the Client's evaluation criteria. Quality Mystery Shoppers are the key to increased service standards in America and are instrumental to the success of Sinclair Service Assessments.
If you feel you would enjoy being an SSA Mystery Shopper please fill out the on-line shopper application. Your research data will not tell you everything. Typically there is a yawning gap between the amount of consumer research an organization does and the amount of shopper data it has accumulated. Get used to it. Some shopper marketers are drowning in data. Many are not. In either circumstance though clearly the latter more than the former marketing requires inspiration as much as perspiration.
The data will not give you the answer all of the time. Great marketers thrive on gut. Great shopper marketers do the same. The ability to consider the long term goals of both the brand and the retailer, and to understand how these can be brought together is critical to effective shopper marketing.
The ability to turn this into decisions is what really matters. The difficult part of prioritizing is not deciding what to do, it is deciding what not to do. Every shopper marketer I know is swamped with too many things to do: lots of brands, lots of activities, lots of retailers — lots of shoppers. The ability to make strategic decisions on which shoppers to focus on, which channels to prioritize; and which activities to invest in with which retailers is the key to driving better ROI, and to remaining sane.
Shopper marketing is where the marketing rubber hits the road. For objectives to be delivered, stuff needs to happen, in the right stores, at the right time. Predicting obstacles and issues, and making the effort to ensure that the tiny details are in place to make things actually happen are key to the shopper marketers success.
Own it, love it, and be its champion. We all know those brand managers who manage the brands that no-one else cares about but they are always passionate about it? You need to be like them. Not consulted on the new packaging development, for example? Force your way into the discussion.
If shoppers see it, you should take note and have an input. Take accountability for your brands, and the interface they have with shoppers, whether it is directly in your remit or not.
It is the biggest asset you have! I am sure there are many more, please add them to the list. Shopper marketing is new to many, for practitioners, managers and recruitment specialists. Considering these key areas as you recruit new people, develop your existing team, or even as you consider your next career move. And if you think that shopper marketing might be for you, then reach out to me. Feature Image: Flickr. I love this Mike! Can I use this as part of a presentation if I quote you?
Hi Kenan, Thanks so much! I would be honored if you quote me in your presentations! Let me know if you think I might have missed anything! David, Thank you so much for your kind words — so pleased that this strikes a chord and hopefully adds value.
Please feel free to share far and wide! All the best and thanks again for taking the time to read and comment. Thanks very much for your kind words. In the meantime there are lots of articles at POPAI which is a useful resource as well, and you can follow shopperexperts on Twitter and this blog too…. I like the attributes and feel they are attributes that can be applied across a variety of disciplines. To me shopper marketing is the Q that provides weapons for the front line CPG sales and retail planning.
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