What’s the key to becoming best-in-class in Shopper Marketing?

Putting the Shopper First

Michael Buczkowski   connect
Ignition Network Founder: Innovative Shopper Marketing for the 21st Century

In his article Putting the Shopper in Your Shopper Marketing Strategy, author Matt Nitzberg of dunnhumbyUSA, makes a strong argument that: “Shopper Marketing is rarely done well.” A key point Nitzberg uses to reinforce this position is that, too often, “consumer marketing concepts are reapplied without tailoring to the shopper mindset and opportunity.”

The bottom line? Offers aren’t relevant.

As a card-carrying member of my local supermarket’s loyalty program, I am constantly amazed when our household gets offers for diapers and other baby products. Our youngest child has his learner’s permit! This retailer doesn’t seem to know us at all. What are they doing with all that information they’ve been gathering on our family’s shopping patterns over the years?

This seems to be typical of what is going wrong with many shopper marketing programs today, which suffer from the inability to properly target consumers who are on the path to purchase. That's what happens when data sources for shopper insights are in siloes and key stakeholders only have a piece of the puzzle. The answer is a universal shopper marketing technology platform that can aggregate and share all data insights to unify every stakeholder along the path to purchase.

A path to sales

I see the new frontier of shopper marketing as a blend of mass marketing and direct marketing to drive engagement and purchases with shoppers by connecting relevant content, offers and rewards based on shopper insight.

Instant Ignition is the holistic shopper marketing technology platform solution. With it, our clients are able to target and reach their highest value shoppers at the right time during their path to purchase, driving profitable sales.

Read the full article: Putting the Shopper in Your Shopper Marketing Strategy.