Shopper marketing– using in store promotions and advertising to extend brand equity to “the last mile” and encourage favorable in-store purchase decisions. Shopper marketing recognizes that the retail store itself is an important marketing medium. Thus, marketing must drive shoppers to action at the store level. For example, P&G follows a “store back” concept, in which all marketing ideas need to be effective at the store-shelf level and work back from there. “We are now brand-building from the eyes of the consumer toward us,” says a P&G executive.
Shopper marketing involves focusing the entire marketing process– from product and brand development to logistics, promotions, and merchandising– toward turning shoppers into buyers at the point of sale.