Shopper Marketing Framework
In this module, we will focus on developing your practical understanding of P-O-P in the context of the shopper marketing framework. We will discuss the context of the shopper marketing framework and how it can be applied to drive shopper marketing strategy, covering insight, strategy, planning, implementation and measurement, with considerations of budgeting, barriers and triggers, desired behaviours, triple win and testing.
By the end of this module you will:
- Understand good shopper insights, why they are important, and the difference from consumer insights
- Understand shopper strategy, setting clear shopper objectives and jobs to be done
- Be able to identify the key steps to shopper marketing planning
- Understand the steps required to deploy an excellent shopper marketing campaign.
The module should take you about 30 minutes to complete.