Shopper Marketing During A Pandemic: How to Engage with Your Customers?

What Is Shopper Marketing

Shopper marketing is a type of marketing that occurs at the point-of-purchase. It focuses on driving sales when the customer is about to make the purchase. It is different from other marketing disciplines because it makes last-minute appeals to the customers, on the other hand, traditional marketing campaigns and promotions develop overall awareness for a brand. Around 61% of shoppers visit in-store because they have a physical location. Companies are using shopper marketing to keep shoppers going to stores after the pandemic. 

Take one example, while walking down the coffee aisle, your consumers see a lot of varieties of different brands. In the end, they will pick one despite the prices and tastes are almost the same for every option available. So, what you are doing to get picked by them is what we call shopper marketing. 

Successful brands across the world use shopper marketing tactics to engage their customers. According to Shaun Brown, SVP of Momentum, North America, estimated that 80% of brands’ focus and expenditure was on in-store experience and 20% on the digital alternatives before the pandemic. But with the insane outbreak of coronavirus, both retailers and consumers have to adjust to the new normal. A huge proportion of the customers are going back to stores. Thinking positively, now this is the opportunity for brands to support the customers and bring back joy to them. 

You should know that shopper marketing is about driving conversion, no matter what the channel is. There are many things that consumers don’t notice while walking through a store. But they are very well implemented and thought out by an in-store marketer. These include the smell, music, lighting, and layout. They entice the consumer who has hit the store in the mood of shopping and persuade them to buy more. 

Let us take a look at how you can successfully engage with your customers through this technique.

1. Convenience and Value

The pandemic has accelerated the need for convenience in all domains; be it grocery or healthcare. It has spiked the demand for immediacy. People want to spend more and the difference between what is considered a luxury vs what is considered essential will be impacted. So, it depends on brands how well they communicate the importance of their brand to the customers.

2. Delivering Convenience

During the pre-pandemic days, home delivery was considered a luxury, but now, it has become a necessity. Every retailer should offer this necessary option. According to Statista, downloads of the retail apps offering home delivery services have increased by around 200% percent. From this, we infer that developing a delivery platform is the need of the hour. So, make sure you promote multiple delivery options.

3. Health and Safety Best Practices

The weak economy has led to buying store labels and has made the ‘need’ more critical as compared to the ‘want.’ Not only the urgency of having high immunity, COVID-19 has brought safety, wellness, and cleanliness to the forefront. In order to attract more customers, use better-quality ingredients.

4. Using Digital Technology

You can be very creative here and utilize the best in-store promotion practices. You can take advantage of the physical proximity and use push notifications to deliver custom content every time the consumer is near a store. All above, it is one of the best opportunities to highlight the USP of your products and services. Keep up with the trends and offer your customers an unforgettable experience.

5. Personalized Options

This one can help you outshine the competition to a great extent. By letting the users receive what they want, say, the softness of tomatoes, color of the bananas, you can make them fall in love with your store. The pinch of newness added can take your business from where it is to where you want it to be. If you need help in actualizing the above-given practices, choose Tokinomo. It provides in-store marketing robots to help you tell your brand story and engage more with shoppers. The customizable movement, lighting, and great audio messages by our experts can put your story in the limelight. 

Christophe Rude
Christophe Rude
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