On Wednesday, May 23, at 1 pm (EDT), Copernicus’ resident consumer packaged goods maven Jeff Maloy will explore the topic of shopping occasions in part 3 of our continuing webcast series on developing and launching transformational shopper marketing strategies and programs.
To register visit copernicusmarketing.com/our-thinking/webcasts.
Retailers and manufacturers want to drive traffic and increase market baskets with their shopper marketing efforts. In order to give their brands an edge vs. the many competitors retailers also carry, manufacturers need to dive deeper into the reasons shoppers have for visiting a bricks-and-mortar or online store.
“The ‘trip mission’ greatly influences the choice of channel, and the types of marketing and promotional tactics that are effective in driving sales,” explains Jeff. “By fully understanding the different types of shopping occasions, shopper marketers can deliver retailer- and channel-specific planning guidance to improve turns.”
Jeff will describe an approach to classifying consumer buying occasions and develop a richly-descriptive typology for the channels and “media” they use.