Shopper marketing is the ongoing process of knowing who your customers are, where they spend their time, and how they want to be interacted with. Shopper marketing cannot just consider how your customers feel in the moments when they are shopping; instead, shopper marketing must address how your customers feel about and react to every single thing your brand touches.
Crowdsourcing is a popular social media touchpoint that most brands fail to capitalize on. It’s one thing to be active on Twitter, monitoring and responding to your @-mentions. It’s another thing entirely to keep a watchful eye on the people talking about your brand who aren’t directly mentioning your Twitter handle in the conversation.
Providing information to a searcher in a clear, concise way, while still maintaining your core message is imperative. When a person is searching for information on your products and pricing, you are battling with every single one of your competitors (and people’s dwindling attention spans) so you need to be able to explain why your product is the right choice for that person very quickly.
3. Passive Pieces
There are also many passive touch points of shopper marketing — Out of Home (OOH) advertising like billboards and bus benches, and also radio ads, tv ads, print materials, etc. All of these pieces must be relevant and connect to each other, and to your overall brand message.
4. Human Contact
Human-to-human contact is an important (but not always present) part of shopper marketing. When a customer enters a store, how are they greeted? Do in-store displays coordinate with the messaging that brought the person to the store in the first place? If a person is engaging with your customer service team over-the-phone or in a chat, are they speaking in a tone consistent to your brand voice?
Buyer’s remorse is a potential touch point of shopper marketing that you must avoid by continuing to stay on point after money has exchanged hands. In many cases, you will need to follow up in a way that feels personal to the purchaser — and not just with one of your
annoying as hell customer satisfaction surveys.
When we begin shopper marketing projects, we determine what your business goals are, and then make sure that your entire organization is committed to your brand voice (or at least committed to being trained on brand voice). After that, we begin the process of aligning all of your customer touch points to a central message. It’s an ongoing process that must be evaluated routinely because it’s a significant commitment that requires buy-in from all levels of your organization.
If you don’t address shopper marketing, you won’t have cohesive messaging — and your customers will see that. Your marketing and advertising touch points will be competing against each other, instead of working together to support your brand voice. And that’s expensive. Really, really expensive. Be true to your brand, be authentic and consistent in your messaging; turn potential customers into real customers, and customers into lifelong brand advocates. You’re probably doing some of these already, but we’re here to help you do better.