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