Shoppers Are The New Market
By Colin Harper, Managing Director, Storecheck Marketing Ltd.
T: 01753 648800 M: 07720 809090
www.storecheck.co.uk

All the efforts of marketing companies are geared to developing a core of committed regular shoppers, representing the consumers they are buying for. Up to 70% of purchase decisions are taken in front of the facing (POPAI). So it is clear how important getting it right for shoppers really is. Much investment at the facing is against very short term goals – dragging in additional volume to meet either company needs or retailer requirements. However, brand growth over time, the quality that marks out, say, an Andrex from an also ran is the implied quality that a brand has, represented in the added value it has for the shopper. The fact that they will continue to buy at the normal price.

So, while the company is focused on generating increasing added value loyal consumers, it also has a focus on making sure that the ROI from promotion investment is also maximised....

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Date article published: 12/06/2007