Shopper Marketing

Shopper Marketing:  Capturing the Shopper’s Mind, Heart, and Wallet
by Frances Yu

Connecting with consumers and shoppers and winning their loyalty is as challenging today as it has ever been for consumer products manufacturers and retailers.  The number of media channels continue to proliferate.  Retailers continue to grow in size and bargaining power, and shoppers are faced with a myriad of brand choices across a variety of channels.  These market pressures are now forcing companies to shift more energy and investments to in-store presence and activities at the point of purchase.  The store is a critical and highly attractive touch point to reach and influence consumers.  Along with the store, the consumer as a “shopper” has been an evolving concept. Marketers, who traditionally focus on consumers, are realizing the opportunity to address consumer needs in-store, in other words, “shopper” needs.
Shopper marketing is the process of understanding shoppers and using that knowledge to implement a marketing mix that influences shopper behavior in-store toward driving growth of the consumption of a brand and/or category.  Shopper marketing done right not only drives purchase at the point-of-sale, but helps drive brand consumption as well.
In this seminar, you will understand the concept of shopper marketing, the need for shopper marketing, tools and techniques of successful shopper marketing to deliver store, category, and/or brand growth.
The Rise of Shopper Marketing
·         What is Shopper Marketing?
o   Consumer vs. Shopper:  What is the difference?

  • 3 forces that have led to the rise of shopper marketing
  • The Evolution of Shopper Marketing
  • 6 Principles of Shopper Marketing

Understanding Retailers
·         Inside the mind of a retailer
·         7 Principles to Work Effectively with Retailers
·         7 Steps of Joint Business Planning
·         Traditional vs. Strategic Approach to Partnerships
·         Practical Tips to Working with Retailers
Understanding Shoppers
·         Shopper research and insight generation
·         Consumer Segmentation
·         Shopper Segmentation
·         Channel Segmentation (from Bricks to Clicks)
·         Influencing Shopper Behavior
Building a Shopper Strategy
·         Who:  Shopper Targeting
·         Where:  Priority Touchpoints
·         What:  The Shopper Experience
·         How:  Execution
The Shopper Marketing Mix
·         Availability:  Product and Placement
o   Principles in laying out a shelf
o   Visual merchandising
·         Communication:  In-store advertising and visual merchandising
o   The six key POSM design elements
·         Offer:  Price and Promo
o   The 3Es and 2Os of promotions
o   Leveraging loyalty programs to drive sales and customer bonding
How Technology is Changing Shopping and Retailing
·         Over 25 tech trends case studies to enhance the shopping experience and increase retail efficiency
·         Shopper/Trade Marketing, Brand/Marketing, Sales, Consumer Insight personnel of consumer product companies; and retail marketing, merchandising, category managers of retail stores
·         It is highly recommended for Sales/Trade Marketing teams of CPG manufacturers to attend together with their retail counterparts in merchandising and marketing
Chief Retail Strategist

Frances Yu is Mansmith’s Chief Retail Strategist. She is also an Independent Director at Shakey’s Pizza Asia Ventures, Inc. She has over 25 years of experience in retail and marketing. She was previously theVice President and Business Unit Head of Rustan’s Supermarket and the Vice President and Head of Marketing Operations for Rustan’s Supercenters, Inc. - a member of the Dairy Farm International Group and one of the largest chains of hypermarkets and supermarkets in the Philippines.

Frances J. Yu founded FJY Consulting, Inc., a corporate marketing and management consulting company which she managed as President. She was also the Vice President and General Manager of a marketing research and consulting firm catering to the top 500 corporations in several sectors. From 2003 to 2005, she served as the Chairperson for the National Retail Conference and Stores Asia Expo (NRCE) Programs Committee of the Philippine Retailers Association.

She has spoken in various forums and conferences for the Intercontinental Group of Department Stores in Asia, Europe, and South Africa, the National Retailers Conference and Stores Asia Expo, Philippine Direct Marketing, National Research Congress, Philippine Marketing Association, and Association of Marketing Educators (Philippines). She has shared her invaluable insights and frameworks on retail branding, customer relationship management (CRM), customer service, and market intelligence.

Frances Yu is a Summa Cum Laude graduate of BA in English Literature of Fordham University, New York. She is also a co-author of The Mansmith Mentors’ List: The 8 P’s of Marketing.