Definition of Shopper Marketing: Understanding and Influencing the Buyer
Shopper marketing, also known as buyer marketing, refers to the set of strategies deployed by brands at the point of sale to influence purchasing decisions. Chris Hoyt, founder of the Path to Purchase Institute, defines it as “the marketing of brands within a point of sale.” This discipline encompasses a wide range of levers, including merchandising, category management, packaging, promotions, experiential marketing, behavioural studies and digital marketing. The goal is to analyse the shopper journey and deliver the right message at the right time and through the right channel.
A Multichannel Strategy
Today’s shopper journey is fragmented across physical stores, e-commerce platforms, social media and mobile apps. To be effective, a shopper marketing campaign must therefore be conceived as a multichannel approach. Messages must be adapted to each channel—whether promotional, experiential, digital, mobile or social—while maintaining strong consistency with the brand’s identity and positioning.
The Difference Between Consumer and Buyer
One of the key characteristics of shopper marketing is the distinction it makes between the end-user of a product and the actual buyer. In many cases these two profiles overlap, but not always. Take the example of children’s cereal: the child is the consumer, attracted by taste, mascots or games printed on the box, while the parent, as the real buyer, focuses on nutritional values, price and practicality. This distinction is crucial, as shopper marketing focuses primarily on the act of purchase.
An Integrated Process
Shopper marketing is not a one-off action but a global, continuous process. An effective programme relies on studying shopper motivations, understanding where purchases take place, and analysing the factors that trigger the final decision, such as product displays, promotions or the in-store experience. The ambition is to positively influence buying behaviour by offering coherent, engaging experiences that drive conversion.
A Strategic Lever for Brands
By focusing on the buyer rather than solely on the consumer, shopper marketing becomes a powerful growth driver. It boosts in-store sales, strengthens brand preference and creates a differentiated experience that adds value for both the buyer and the end-user. In an increasingly competitive environment, where customers are more demanding than ever, shopper marketing has established itself as an essential strategy for maximising commercial impact.
GLOBE GROUPE’s Expertise in Shopper Marketing
As a leading player in field marketing and shopper marketing, GLOBE GROUPE has been supporting brands for over 20 years in optimising their activation strategies. With deep expertise in both in-store and out-of-store touchpoints, the group designs and deploys programmes that genuinely influence purchasing decisions. From creating experiential campaigns to developing supplementary sales forces, and from merchandising and product sampling to media distribution, GLOBE GROUPE leverages its expertise to drive commercial performance and brand preference. The ambition is clear: to transform every in-store interaction into a memorable experience that generates growth for brands.
