A new definition of Shopper Marketing

January 26, 2012

The IPM is in the process of setting up a Shopper Marketing Group, which will bring together experts in the field to create a ‘hub’ which will drive further research into the area and also promote its use.

Richard Pink, the IPM’s associate director of education, has been heading a working party to decide how the group should function and what its agenda should be. The first task for the new group will be to endorse a new definition of Shopper Marketing and publicise it throughout the marketing industry.

Pink explains: “All of us – retail partners, brand partners and agencies – need consistency in how we define Shopper Marketing so we can create industry standards, promote professionalism and find the bets ways to measure effectiveness.”

The definition the working party came up with was:

“Influencing a shopper to complete the path to purchase by leveraging behavioural insights, brand equity and retailer dynamics in order to deliver increased sales and return on investment, while building brand and relationship value.