Shopper Marketing Profiting From the Place Where Suppliers, Brand Manufacturers, and Retailers Connect

The shopper marketing methodology is a powerful, complete approach for satisfying target consumer demand at the point of maximum influence, and thereby driving consumers to purchase. It gives companies a far deeper understanding how consumers behave as shoppers, and leverages this intelligence across the entire supply chain to benefit all stakeholders: companies, brands, consumers, retailers, and shoppers.

Shopper marketing requires supply chain partners to smoothly integrate complex sets of marketing and sales tools, in order to engage shoppers, build brand equity, and persuade shoppers when they move into "shopping mode." Internally, it also demands deeper coordination of R and D, marketing innovation, operations, logistics, and distribution. It isn’t easy, but it offers remarkable, proven results that are virtually unachievable any other way.

In Shopper Marketing , three of the field’s pioneering innovators and consultants bring together state-of-the-art insights, strategic approaches, and supply chain execution methods for successfully employing shopper marketing initiatives throughout your organization.

Dan Flint, Chris Hoyt and Nancy Swift clearly explain what shopper marketing is, and why it is critical for marketers to master. They review each of its six objectives and eight foundational principles, demonstrating how to adapt and apply it in your environment, overcome obstacles, and systematically create value along your entire "path to purchase." Drawing on their unsurpassed consulting experience, they also assess emerging trends and their implications, helping you deepen customer loyalty, extend competitive advantage, and improve profitability for years to come.

DANIEL J. FLINT (Knoxville, TN) is Regal Entertainment Group Professor of Business and Director/Founder of the Shopper Marketing Forum in The Department of Marketing and Supply Chain Management, University of Tennessee, Knoxville. He has consulted extensively with CPG, aerospace, industrial, and 3PL firms on branding, Shopper Marketing, marketing strategy, innovation, and more.

CHRIS HOYT (Scottsdale, AZ) is founder and President of Hoyt and Company, the world’s leading Shopper Marketing consultancy and training firm. He has been involved with CPG Marketing and Sales consulting since 1970, and has worked with over 60 of the Top 100 advertisers.

NANCY SWIFT (Scottsdale, AZ), Hoyt and Company, has developed a reputation for leaving no stone unturned in helping clients implement unique Shopper Marketing strategies that are carefully tailored to benefit all their stakeholders. She has worked with firms serving 30+ unique categories, from beverages to software to mattresses.

Introduction: What On Earth is Going On?

What is Shopper Marketing All About and What Makes It Unique?

How Did We Get Here? the History

Global Trends Driving - Or Complicating- Shopper Marketing

The Six Objectives of Shopper Marketing

The Eight Principles of Shopper Marketing

Potential of Shopper Marketing

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