Burke Institute Seminars
The Burke Institute presents
 

Shopper Marketing: Insights, Innovation and Implementation On-Site Training

This on-site training class is also available as Public Schedule Seminar.

The focus of this two-day seminar is to provide a foundation and framework for developing a strong shopper marketing discipline and shopper insights program to support it.

Course Description/Agenda


The focus of this two-day seminar is to provide a foundation and framework for developing a strong shopper marketing discipline and shopper insights program to support it. You will learn:

Best practices for the development of a shopper marketing framework
  • How alternate perspectives (manufacturer vs. retailer, brand vs. sales) can impact shopper marketing language, needs, interests and program acceptance among key stakeholders
  • The best research tools to use and the questions to ask in order to build a strong foundation of key shopper insights such as shopper habits and practices, path to purchase and decision drivers
  • The strategy and tactics behind building an effective retailer/manufacturer partnership that can help ensure successful program execution
  • Practical implementation guidelines for retailers and manufacturers

COURSE OUTLINE AND SCHEDULE

FIRST DAY

Time

Session

8:30 - 8:45

Introduction

8:45 - 10:15

SESSION 1 - BACKGROUND - SHOPPER MARKETING: WHAT IS IT? WHERE DID IT COME FROM?

* The evolution of Shopper Marketing.

* What is Shopper Marketing today?

o Integration of multiple disciplines

o Key stakeholders

o Alternate perspectives (e.g., Manufacturer vs. Retailer, Brand vs. Sales)

o Language and terminology

o Key metrics

10:15 - 10:30

Break

10:30 - 12:00

SESSION 2 - KEYS TO SUCCESS - A BEST PRACTICES PROCESS

* Setting Objectives

* Development of a Shopper Marketing framework

* A "Three I's" Framework: Insights, Innovation, Implementation

12:00 - 1:15

Lunch Break

1:15 - 3:00

SESSION 3 - INSIGHTS - UNDERSTANDING THE SHOPPER

*Insights for manufacturers; insights for retailers

*Shopper identification

o Who: shopper demographics, role (consumer, gatekeeper, decision-maker, order taker)

*Shopper Habits and Practices:

o What: category, brand, product choices

o When: trip types, purchase frequency

o Where: outlet choice

o Why: trip drivers

o How: path to purchase

*Path to Purchase/Purchase Cycle Drivers

o Key touch points

o Key purchase influencers

o Key drivers of outlet choice

o Key drivers of product choice

3:00 - 3:15

Break

More Seminar Information

The Burke Institute
Burke Institute Seminars

Delivery Method

On-Site Training On-Site Training

Also Available As

Seminar Seminar

 
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