Putting The Shopper Back Into Marketing

Millward Brown's POV, December 2007

Budgets are flowing into shopper marketing as never before. But marketers hoping to maximize the return on their investment must address two key point-of-purchase challenges: first, its unique set of dynamics as a communication channel, and second, the fact that its full power lies in the way it works with the preexisting associations and expectations that consumers bring to the store.

Shopper marketing is becoming an increasing focus for many of the world’s
major brands. A 2007 study conducted by Deloitte in the United States suggests
that the portion of marketing budgets devoted to point-of-purchase activity
doubled from 3 percent in 2004 to 6 percent in 2007, and is expected to
reach 8 percent by 2010.

It’s not hard to understand these increases in spending in light of the fact that
reaching people using traditional means has become more difficult. Media
audiences have fragmented among myriad channels, both digital and traditional,
and people who have been empowered with the ability to filter many
forms of communication are increasingly annoyed by unsolicited advertising
intrusions. But all consumers will eventually arrive at the point of purchase.
Not only do advertisers know that they can make contact with shoppers there,
but it is the place where the purchase decision will ultimately be made.

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