Others on Retail: 10 Ways Shopper Marketing Can Help to Improve Sales in a Tough Economy

An article from WPP’s Jonathan Dodd about leveraging shopper marketing in an economic down turn. Not a lot of new info, but 2 interesting concepts:

1. shoppers are not consumers, shoppers buy and consumers use – you market to them differently. Selling to a shopper requires an understanding of the purchase decision making process. What barriers exist

2. changing your tactical communication angle – without changing your (strategic) brand message or concept you might re-frame your (tactical) value message for a period of time – premium laundry might focus on prolonging the life of expensive clothes.

read to whole article via the link below:

https://www.wpp.com/wpp/marketing/hottopics/downturn/shopper-marketing.htm

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