Shopper Experience LAB

How to improve the impact of your brand marketing activities to create results and improve your ROI.

• Background: The crisis in Consumer goods marketing, the evolution of modern marketing and the age of the omni channel shopper.
• The challenges of shopper based marketing and how it fits into existing business structures.
• Understanding consumption drivers.
• Understanding which data is valuable (and which is not), the different research techniques and how to get the best value from research.
• Understanding the difference between consumer and shopper segmentation and how this affects channel prioritisation.

Prioritising your marketing mix to create meaningful activation.

In this module we will look at the practical implementation of the knowledge from module 1, to improve business efficiency. We’ll go from identifying consumer and shopper segments to understanding how each of these segments interact with channels. This leads us to a clear prioritisation and a template for channels strategies.

• Understand how to use insight to uncover growth drivers.
• Shopper research – what is it? why is it useful. How do you do it?
• Creating impactful sales propositions and brand plans
• Effective Shopper Experience Activations from Coca-Cola Brand