WHY INVEST IN SHOPPER RESEARCH?

Since the outset of Category Management the need for great insights has been given even higher priority by Retailer and Supplier consolidation and the ever present need for retailers and manufacturers to find ways to get more from less, together. If both parties can agree about the requirements of the shopper, then its easier to agree what changes should be made to improve category performance helping both parties.

Second to this mutual benefit goal is supplier objectives around ensuring their brands succeed in winning the purchase in the last moments of the path to purchase. Every other marketing tool will be made redundant if a potential brand buyer fails to convert into an actual brand buyer at the point of purchase. The new marketing field “shopper marketing” becoming more and more sophisticated as marketers look at new ways to engage consumers and shoppers throughout the path to purchase. And if the brand agenda and retailer agenda can be aligned for mutually effective resonance, then both can realise better ROI for marketing investments and limited resources.