The pandemic has disrupted nearly every routine in our day-to-day life. It has forced us to give up some of our most engrained habits, not least of all, how we shop. A recent Nielsen IQ study revealed that 7 in 10 consumers around the world have changed the way they buy categories and brands as a result of the pandemic.
To keep up with or even, importantly, to influence those changes, companies must leverage deep consumer and shopper insights. This unusual time is indeed a unique opportunity to position your product and brand to support and understand consumers where they are now, and that will lead to long term growth.
As owner of Think Plan Do Consulting and in my role as a strategic consumer & shopper marketing specialist, I recently spoke to the FMI team about the 4 strategic pillars that form the foundation of an effective shopper marketing strategy. Click here to read the article.
4 Key Pillars Of An Effective Shopper Marketing Strategy
- Take a consumer/shopper centric approach that focuses on solving your customer’s problem or need
- Ensure that your strategy is an insight led action orientated plan
- Always aim to use one (or more) of the 4 key drivers of category growth
- Aim to deliver ‘added value’ for your shopper in their customer journey