Shopper Marketing: Profiting from the Place Where Suppliers, Brand Manufacturers, and Retailers Connect

1. Shopper Marketing Overview

What in the world is this thing called shopper marketing? Is it yet another industry buzzword? Is it another name for what we have always referred to as merchandising, so just about marketing in a store? Is it a practice limited to the grocery products, consumer packaged goods, or fast moving consumer goods context since many of the examples seem to come from there? Isn’t this actually more of the same stuff we already know? No, no, no, and no. However, these questions and more like them made us realize the industry needs a book and training to establish standard base-line knowledge of what shopper marketing is and how it gets done for professionals moving into shopper marketing roles. For best practitioners, shopper ...