What is the reason we choose and buy one of the many products lining supermarket shelves? Did the package catch our attention? Was the price right? Were we drawn by the point campaign? POS data shows how many people bought a product and the dynamics of the purchase. But it is no easy matter to discover why people buy a product.
POP, samples, gift products, markdowns, shop promotions — which of these stimulates purchasing and which discourages purchasing? OgilvyAction calls understanding shoppers’ behavior in the store and setting up a promotional project etc.
‘Shopper Marketing’ focuses on shoppers at specific stores rather than on consumers as a whole. Shoppers have different aims and display different behavior at each store they visit. Understanding shoppers enables makers to mount more efficient promotions at retailers and to make possible collaboration with selected shops. It also helps to manage product category as a whole.