Friday, March 1, 2013

Digital Shopper Marketing - the new influence

The world of retail is now multi-channel and customers now shop across a number of different devices, at times of day to suit them and in different ways to how they used to (convenience vs. cost, etc.).
The area of Shopper Marketing, which originally looked mainly at things such as the in-store path to purchase has now started to merge with the eCommerce / multi-channel retail and even online marketing. This has formed the relatively new discipline of Digital Shopper Marketing.

Here's my take on this:
  1. Brands, by placing themselves between the channels of influence and the point of retail (e.g. the store), can affect the buying decisions of the customer
  2. A lot of customers now use the Internet to inform their buying decisions (e.g.recommendation and comparison sites, social media, brand micro-sites, etc.)
  3. The digital influence doesn't just happen at home and in-front of a static PC these days. Users search sites at work, they have laptops when on the move, they use tablets in bed and over half of the UK population now has a smartphone.
So how can brands disrupt a consumer and get the maximum affect? Well this depends a lot on what consumers you are targetting, their shopping preferences and the mix of marketing that is required.
For example, a particular segment (let's call them "shopper savvy mums") are more interested in ways to:
  • Saving: Using vouchers to make the family budget stretch that little bit further
  • Sharing: Commenting and gaining opion via Social Media
  • Sampling: Trying new or improved products to optimise spend and overall family well-being
The secret for digital shopper marketing suppliers is to find out what works for their client's target audience. And I''ll leave you to find out how to do this for yoursleves.
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