Chapter 8

The Key Points in This Chapter

  • The third step in the shopper marketing model is path to purchase activation; this is where you turn the conversion opportunity identified in the second step, into an activa-tion that addresses shopper barriers.
  • Category management is a core component of this step.
  • Category management is able to improve sales or profits because shopper behavior is malleable and open to influ-ence through in-store marketing tactics like shelf display and location.

Part A: Shopper-Led Category Management

“What you put at peoples’ elbows, they buy. It’s one of the simplest tricks a supermarket uses.” It was the third Thursday of the month and Simon was out replenishing household supplies with his dad.

In the 40 years his ...

Get Shopper Marketing now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.