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Winning the in-store battle : Shopper marketing cases from the shop floor

(2024)
Abstract
For FMCG (fast-moving consumer goods) the store is an excellent and effective place not only to sell products but also to expose shoppers to a brand. This is a key part of the retail marketing strategy known as shopper marketing. Shopper marketing is not only a way for suppliers to attract customers to their brands but also a source of revenue for retailers, who can sell prime advertising real estate and shelf space inside the store. However, shopper marketing is not just about investment. It is also about a shared focus on the shopper—not the consumer and not the store, but the shopper who is present in the store and throughout the entire purchasing journey.

Despite the changes in the grocery retail industry in recent years,... (More)
For FMCG (fast-moving consumer goods) the store is an excellent and effective place not only to sell products but also to expose shoppers to a brand. This is a key part of the retail marketing strategy known as shopper marketing. Shopper marketing is not only a way for suppliers to attract customers to their brands but also a source of revenue for retailers, who can sell prime advertising real estate and shelf space inside the store. However, shopper marketing is not just about investment. It is also about a shared focus on the shopper—not the consumer and not the store, but the shopper who is present in the store and throughout the entire purchasing journey.

Despite the changes in the grocery retail industry in recent years, some things remain the same. Brand suppliers to the grocery retail industry need to develop mutually beneficial shopper marketing collaborations with retailers. Such collaborations can be the foundation not only for successful sales but also for a competitive store if there is strategic alignment between the retailer and the brand suppliers.
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Please use this url to cite or link to this publication:
organization
publishing date
type
Book/Report
publication status
published
subject
keywords
Retail, shopper marketing, FMCG
editor
Moström, Martin ; LU orcid and LU
pages
31 pages
publisher
Centre for Retail Research at Lund University
language
English
LU publication?
yes
id
dbea065d-abf0-4988-aa1d-739665862ce9
date added to LUP
2024-05-24 15:03:02
date last changed
2024-05-27 09:20:33
@techreport{dbea065d-abf0-4988-aa1d-739665862ce9,
  abstract     = {{For FMCG (fast-moving consumer goods) the store is an excellent and effective place not only to sell products but also to expose shoppers to a brand. This is a key part of the retail marketing strategy known as shopper marketing. Shopper marketing is not only a way for suppliers to attract customers to their brands but also a source of revenue for retailers, who can sell prime advertising real estate and shelf space inside the store.  However, shopper marketing is not just about investment. It is also about a shared focus on the shopper—not the consumer and not the store, but the shopper who is present in the store and throughout the entire purchasing journey.<br/><br/>Despite the changes in the grocery retail industry in recent years, some things remain the same. Brand suppliers to the grocery retail industry need to develop mutually beneficial shopper marketing collaborations with retailers. Such collaborations can be the foundation not only for successful sales but also for a competitive store if there is strategic alignment between the retailer and the brand suppliers.<br/>}},
  editor       = {{Moström, Martin and Egan-Wyer, Carys and Johansson, Ulf}},
  institution  = {{Centre for Retail Research at Lund University}},
  keywords     = {{Retail; shopper marketing; FMCG}},
  language     = {{eng}},
  month        = {{05}},
  title        = {{Winning the in-store battle : Shopper marketing cases from the shop floor}},
  url          = {{https://lup.lub.lu.se/search/files/184782305/Winning_the_in-store_battle_web.pdf}},
  year         = {{2024}},
}