Understanding and Marketing to Your Shopper

Course Overview  

This course gives an in-depth overview of understanding the consumer and shopper, their needs, and their behavior beyond the basics, and beyond the category level. Retailers and suppliers need to realize how the big picture of shopper marketing works and ensure that they have the strategies and plans in place to set themselves up for success in future shopper marketing endeavors. “Path to purchase”, shopper trip missions, and shopper segmentation are covered. Participants then learn about in-store marketing to shoppers across different stimuli.  


Approximately 2.5 hours course time

Learning Objectives for Understanding and Marketing to Your Shopper

Define shopper marketing; 
Describe the shoppers "path to purchase"; 
List some examples of trip missions, and some ways to market based on these different types; 
Explain some of the things that drive shopper marketing; 
Describe the key requirements for successful shopper marketing; and 
Describe some key measurables related to shopper marketing. 
UPGRADE & SAVE. Get the Premium Understanding and Marketing to Your Shopper Course Package with purchase of CPSA / Advanced Training Program.

CMKG_Coaching - Quickly build skills

Want to grow your skills, career, and potential? CMKG can help!

Your results are private to you and not shared with anyone outside of CMKG.

Not sure where to start ???!!

1. Start by understanding your skills.

You can complete any of the following assessments and get instant results by email for free. Then, you'll get a personalized, follow-up email with suggested next steps for your career.

Available FREE Assessments from CMKG.ORG:

  1. Category Management Levels 1–3 
  2. Category Management Level 4
  3. Sales
  4. Space Management
  5. Shopper Insights

Request a free assessment

2. Identify your career potential.

Take time to think about your career options. Start your Coaching Assessment for FREE. You can choose to receive the results by email.