This obviously represents an important development of the collaboration between distributors and manufacturers that goes far beyond commercial negotiation. This supplier/retailer strategic alignment lays the foundations for category management the objective of which is a shared management of the mix aimed at meeting customer expectations in a sustainable and cost-effective manner.
This is where we come to the important distinction between shopper and consumer: who consumes is not necessarily who buys the product, and it is important to meet the expectations of both.
This is very clear, for example, in the case of a children’s product for which the buyer (father, mother, family) will have expectations of availability, price, quality, origin, recipe, etc. which are obviously totally foreign to the end user of the product.
Shopper marketing studies the act of purchase from the choice of the distribution channel to the payment. It is possible to get insights about shopper behavior thanks to ad hoc studies at the point of sale, understanding the shopper journey or defining the shopping trip. It is not the same to buy a bottle of wine on the way to a dinner with friends and to choose wine to set up a personal cellar. The shopper is varied, and the shopping opportunities are multiple. Adapting the marketing mix to everyone of them is the challenge of shopper marketing.