Shopper Marketing Award
Shopper Marketing has the unique role of bringing to life brand strategy, driving both sales and brand equity through nudging and influencing shoppers at that very moment when they are choosing a product or service both in-store and on-line. Understanding shopper typologies and what drives shopper behaviour is key in order to deliver shopper experiences that achieve competitive advantage. The best shopper marketing campaigns use a variety of tactics to entice the shopper at multiple touch points on their path to purchase such as displays, demonstrations, fixturisation, ambiance, social media and digital marketing and adapt execution programmes to suit differing channels or brand/product/service formats. This award will recognise organisations that are delivering effective campaigns designed to engage the shopper and guide the purchase process achieving increased brand/product/service consumption and change in shopper behaviour.