How Shopper Marketing Agencies Drive Consumer Engagement
Shopper marketing agencies drive consumer engagement by rolling out targeted strategies to consumers at every stage of the buyer journey. In this blog, we will look at the tactics a shopper marketing agency uses and the services they provide.
Understanding Shopper Marketing Agencies
When you walk into (most) shops or stores, you may not realise it at first, but everything in there has been placed strategically to drive sales.
Think of a clothing store for example, in winter, all the new expensive coats and Christmas stock move next to the entrance and the summer sale items move to the very back, almost stashed away.
That is one of the simplest examples we could give. Once you understand what shopper marketing is, you will recognise it everywhere you go.
A shopper marketing agency works with retailers and brands to help craft the consumer shopping experience, with the goal of driving sales always in mind. Through collaboration, shopper marketing agencies will develop the three key stages of the buyer journey: awareness, consideration, and conversion.
While there must be a focus on products, shopper marketing is instead more focused on the store itself, in terms of layout and design. Instead of marketing a specific product itself, it is how it is specifically placed in the grand scheme of things to achieve optimal sales.
And it doesn’t just have to be for physical shops or stores. Shopper marketing agencies also work with online retailers. For example, they will look at improving a shoppers’ experience while on-site, like adding a chat box to help customers with their purchases.
How Shopper Marketing Agencies Drive Consumer Engagement: Their Role
Campaign Setup & Project Management
Campaign set-up and project management ensure you get the most out of your project. It can involve;
- Finding promotional opportunities
- Development of SMART objectives
- Crafting a project team
- Liaising with stakeholders
- Detailed planning of action plan
- Budgeting of human resources
- Implementing systems to measure success
- Conduct risk analysis
- Progress reporting
Storage & Distribution
Through optimising the movement of goods, shopper marketing agencies alter the way brand manufacturers, retailers, and all supporting organisations work together. It takes full cooperation to deliver strategic marketing and distribution programmes.
To ensure your supply chain is functioning in line with your project plan, a shopper marketing agency can store and distribute stands, props, literature and sample stock on your behalf.
POS Kitting & Distribution
POS (point of sale) kitting is when products are bundled into sets, which are then sold as single units. This is a common promotion you will often see in gift sets.
Many retailers and shopper marketing agencies will implement this to shift products that maybe don’t sell as well with a product that does. The consumer feels they are getting more from their purchase and the sellers shift inventory and make a sale, so wins all around.
In-Store Sales & Sampling
Promotional stands for products are an excellent way to conduct face-to-face advertising. The customer gains a free sample and is introduced to a product that may not have initially been on their radar before entering the store.
Goods Not For Resale (GNFR)
GNFRs are indirect costs to your business that do not directly impact the manufacturing of a product or purchasing of a finished good for resell.
In retail, this may include the furnishings, fixtures, and displays all used to keep the store running and inviting to customers.
From kitting collation to distribution, a shopper marketing agency can help organise and oversee GNFR, so the cost is controlled effectively.
Print Management
POS signage is commonly used across shops and stores to highlight specific events, products, or deals. As a business owner, this may not be the first thing that comes to mind when you consider cost management.
Print management concerns POS signage, packaging, sample packs and merchandise. Allocating a budget for brand awareness is important to manage to ensure it is adding value to your business.
Kitting & Collations
By keeping a keen eye on consumer behaviour, shopper marketing agencies will improve your retail marketing. They will provide expertise on opportunities for gifting, promotions and seasonal kitting and collation.
How Shopper Marketing Agencies Drive Consumer Engagement
Awareness
Initiating awareness is the first stage of the buyer journey. It predominantly centres around capturing target audiences’ attention, sparking curiosity and cultivating brand recall.
Tactics for doing so tend to be broad and highly influenced by the brand itself, the sector it exists in, and the audience it wants to engage.
Shopper marketing agencies will conduct buyer persona research to develop a fitting strategy to boost brand awareness.
Consideration
Moving along the buyer journey, consideration is all about addressing the consumers through the process before making a purchase.
This could be by pinpointing product benefits, addressing concerns, and fuelling an attachment with your brand.
By appointing a shopper marketing agency, they will roll out targeted promotions, informative content and personalised recommendations on your behalf.
Conversion
Guiding customers to the final stage of the buyer journey takes care and swift execution.
Now a customer knows about your brand, and what you do, and has a desire for your product… You must now convince them why to chose you. And why they should make their purchase there and then.
At this point, shopper marketing will be focused on sealing the deal. They do this by optimising store layout and streamlining the purchase process, all so customers feel inclined to complete their transactions.
Granby’s Shopper Marketing Agency Service
As you can see, there are many ways that shopper marketing agencies drive consumer engagement.
At Granby, we are the home of promotional marketing. From the storage of goods all the way to customer conversion, we know what it takes to deliver a successful retail marketing campaign.
No matter what sector you’re in, we are actively invested in contributing to the success of your brand.
If you are looking for guidance on your next marketing project or are experiencing fulfilment challenges, we have the resources to help. You can contact us today by calling 01254 682 702 or emailing hello@granbymarketing.com