What is shopper marketing?
Until the 90s the consumer was king in the science of marketing. From the 2000s the concept of shopper marketing starts appearing in complement and introduces the distinction between consumer and shopper. Indeed, who consumes or is the beneficiary of the product is not necessarily who buys it and it is important to meet the expectations of one as well as the other.
That is very clear for example in the case of a children’s product for which the purchaser (father, mother, family) will have expectations of availability, price, quality, origin, recipe etc. that are obviously totally alien to the end user of the product.
Shopper marketing is dedicated to studying the performance of the act of purchase from the forecast (or not) of the shopping trip and the choice of the purchase channel to the payment. The shopper is varied as are the occasions of purchases. Adapting the marketing mix to each and every one is the challenge of shopper marketing.