Online Courses

SHOPPER MARKETING

Unlock the power of shopper marketing with this practical series of video courses designed by POPAI to build your expertise from the ground up.

Learn the fundamentals of shopper behaviour, the evolving shopper journey, campaign planning, retail collaboration, and how to measure success with confidence. Each module is packed with practical tools and insights to help you influence decisions, drive conversion, and deliver growth.

With our flexible 20–30 minute video courses, you can learn anytime, anywhere - at your own pace, with instant access, progress tracking, and no travel time or costs.

vCourse module = 1 point (total of 8 points available)

THE SHOPPER

Everything starts with the shopper. In this module, we explore the fundamentals of behavioural science and shopper psychology to understand how people really make decisions at the point of purchase. You’ll uncover the often subconscious triggers, biases, and motivations that shape shopper behaviour, and learn how to apply these insights to create more effective, insight-driven shopper marketing campaigns that truly influence decision-making and drive results.

TAKE THE COURSE

SHOPPING AND THE SHOPPER JOURNEY

Understanding how shoppers move from need to purchase is critical to effective shopper marketing. In this module, we explore the shopper journey and path-to-purchase, highlighting how evolving habits, connected experiences, and the growing role of technology are reshaping the way people shop. You’ll gain a clearer view of key touchpoints and learn how to engage shoppers more effectively at each stage to influence decisions and drive conversion.

TAKE THE COURSE

THE ROLE OF SHOPPER MARKETING

Shopper marketing is the critical link between brand strategy and the moment of purchase. In this module, we explore how shopper marketing influences behaviour to drive conversion while delivering value for both shoppers and retailers. You’ll gain a clear understanding of the role of point of purchase (P-O-P) within the wider shopper marketing framework, and discover how to create opportunities that inform, inspire, and support shoppers at every stage of their journey.

TAKE THE COURSE

SHOPPER-LED DESIGN

Great design starts with understanding how shoppers think and behave. In this module, we explore how behavioural science - through cognitive biases, decision-making shortcuts, and emotional triggers - can be applied to create more intuitive and persuasive shopper experiences. You’ll learn how to translate these insights into effective visual and point of sale design, optimising message hierarchy and creative elements to capture attention, engage shoppers, and drive action at the point of purchase.

TAKE THE COURSE

SHOPPER MARKETING PLANNING

Effective shopper marketing starts with a clear, structured plan. In this module, we explore how to align marketing activity with shopper behaviour and business objectives to deliver impact where it matters most. You’ll learn how to map the path to purchase, identify key moments of influence, and plan touchpoints that drive conversion at the right time and place. We’ll also cover how strong planning enables better collaboration, consistent execution, and engaging in-store experiences that bring campaigns to life.

TAKE THE COURSE

CUSTOMER ENGAGEMENT

Even the best plans only succeed with customer buy-in. In this module, we explore the critical role of retailer engagement and how strong collaboration turns strategy into in-store reality. You’ll learn how to build compelling, insight-led customer plans, apply the fundamentals of selling, and create propositions that resonate with retail partners. By aligning goals and working as a team, you’ll be better equipped to secure agreement, deliver seamless shopper experiences, and drive mutual growth.

TAKE THE COURSE

MEASUREMENT & EVALUATION

Understanding what works - and why - is essential to effective shopper marketing. In this module, we explore how to measure performance and evaluate the impact of your strategies and campaigns. You’ll learn how to track key metrics such as sales uplift, shopper engagement, and return on investment, and use these insights to identify successes and areas for improvement. With a data-driven approach, you’ll be able to optimise future activity, make smarter investment decisions, and build long-term performance growth.

TAKE THE COURSE

STRATEGY & VISION

A strong shopper marketing function is built on a clear strategy and a shared vision for success. In this module, we explore how to define where to play and how to win, ensuring your shopper marketing approach aligns with wider company and category objectives. You’ll learn how to articulate a clear plan on a page, identify the proof points and enablers required, and put in place the people, processes, and behaviours needed to successfully implement and sustain a winning shopper marketing strategy.

TAKE THE COURSE

Individual access

Purchase individual course access (MEMBER)
£50 (+ VAT) per course per person
£350 (+ VAT) for all 8 courses per person

Company access

Unlimited access for 12 months
£650 (+ VAT) COMPANY-WIDE