Shopper Marketing

Shopper Marketing:
Great execution should delight the shopper

At Big River Solutions we recognise that Shopper Marketing has become a dynamic and ever-changing topic for forward-thinking brands, who are seeking long-term brand growth

Putting shoppers at the centre of your marketing plans means customising their whole shopping experience. It requires an understanding of shopper motivation along the path of purchase, from sofa to shelf, anticipating what will delight them each and every step of the way. It moves you to a position of power, where you understand what your shoppers want before they do – and then enables you to provide a solution that creates new habits and generates real brand loyalty.

Good Shopper Marketing should delight your shoppers. Understanding who they are and what their needs are, and putting these insights at the heart of your activation plans, will change shopper behaviour and ensure that your brand is ahead of the pack.

This is a selection of the areas we can assist you in:

  • Design your approach to shopper marketing, embed it and make it live
  • Support “insights creation” via shopper research/ongoing analytics
  • Create shopper strategies
  • Create a channel based Look of Success
  • Assist in annual planning
  • Create a mechanism to help you understand the ROI of activities
  • Assess current capabilities and design a roadmap for future improvement
  • Training shopper marketing skills – from basic to practitioner
  • Create and embed a shopper marketing team, recruit and put in place processes and tools
  • Embed shopper marketing in your organisation
  • Up-skill your team through coaching, mentoring or onsite support
  • Review organisation design and alignment
  • Resource the team (via interim or search)
  • Design your approach to digital.

Big River Solutions has long had a place at the forefront of Shopper Marketing, ensuring brand owners know what their shoppers want – what is the right price, the most appropriate format and the most convenient purchase point/channel.


Creating a Capability Framework

A major part of what makes your business unique are its capabilities.  They define your customers’ value and they distinguish you from your competitive set. If you are able to offer something that is unique, your customers will choose you to help them develop the category in their business. A capability framework is an important […]

Rebalancing Category Management and Shopper Marketing

Over the last few years everything has become focused on ‘the now’, with little long term planning or priority given to longer term projects. Over time, resources (people and money) have moved from category growth initiatives that require time (category development) to short term tactical shopper marketing that delivers immediate return. The concept of ‘grow […]

Rebalancing Category Management and Shopper Marketing – Part 1 – Category Development the blue box

In the first article in our series, we consider the blue sector, which is Category Development. To quote Henry Ford – “If you always do what you’ve always done, you’ll always get what you’ve always got.” This is a quote I love and for me highlights the output from category management. To quote our website […]

Shopper Missions – A collaborative thought piece By Big River Solutions & Shoppercentric

For a long time now missions have been a core part of the category management / shopper marketing language. Identifying which missions are important in which channels, allows brands and retailers to flex their offering and target specific shoppers on key missions. But, shopping has changed considerably in recent years as channels have multiplied and […]

Rebalancing Category Management and Shopper Marketing – Part 4 – Shopper Marketing the green box

In the fourth and final article in our series, we consider the green box, which is strategic shopper marketing. Our premise is that over the last few years everything has become focused on ‘the now’, with little long term planning or priority given to longer term projects. This image identifies the four key activity areas […]

Rebalancing Category Management and Shopper Marketing – Part 3 – Price Promotions the red box

In the third article in this series, Christine Edwards MD of Big River Solutions turns the spotlight on the red box* (price promotions), which is all about what is happening ‘now’. Since we first published our diagram in August last year, it would appear that the emphasis is starting to shift away from the red […]

Rebalancing Category Management and Shopper Marketing – Part 2 – Category Management the yellow box

Following on from my recent article on the need to rebalance the resourcing of Category and Shopper Marketing, today I would like to look at the yellow box in detail  – Category Management (a historical review of what has happened used to inform range selection and fixture led activation). In February I did my usual […]

Evolve or Fail – the importance of delivery options for shoppers

Price wars and discounting have reached floor level. Shoppers are proving impervious to promotions. But there are still some options that can enable a retailer to stand out – and creative delivery choices is one of them. A new E-consultancy Multichannel Retail Survey found that 50 percent of respondents had abandoned a purchase online due to […]

Where to find shopper marketing at school

It says a huge amount about the growing importance of Shopper Marketing when you find significant elements of the discipline making their way into the classrooms of today’s geography students. Cue Christine Edwards, herself a Shopper Marketing expert but also a mother of a student working towards her GCSEs: “My daughter is currently studying geography […]