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Do you have a good understanding of your consumers, but feel challenged when it comes to shopper insights? You’re not alone. Retailers demand good shopper understanding as a standard from all their suppliers. In order to deliver effective shopper tactics you need to understand what motivates them, what are their needs and behaviours, and how they change by product category, store type, shopper mission, and other factors.
The IGD Academy’s shopper engagement workshop shares market-leading research to help you understand the shopper journey from first contemplating a purchase, through to making a decision at the fixture. The economic downturn has been a catalyst to significant changes in shopper behaviour, and IGD has been at the forefront of capturing insight into these changes. Some shoppers are planning more before entering the store, and their needs change in terms of assortment, merchandising, price and promotions.
You will work interactively to develop techniques to improve shopper understanding and engagement. The workshop will also look to the future, including the effect of online shopping and technological advancements, retail ready packaging, and other innovative shopper-oriented developments.
- Ensure the shopper is at the heart of brand/category/retail/commercial decision-making
- Understand shopper needs, behaviour and trends, and the influence on commercial decisions
- Exploit different shopper research methodologies and benefits
- Harness the understanding of the shopper influences and shopper ‘journey’ to drive better shopper engagement
- Deliver processes to keep up to speed with shopper trends and continually develop shopper engagement in the future
This workshop has been designed for everyone who needs to understand shopper needs, behaviour, and trends – from retailers and suppliers to data companies and agencies.
- Account Manager
- Agency Client Manager
- Buyer
- Category Analyst
- Category Development Manager
- Category Management Manager
- Category Marketing Manager
- Data Analyst
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- Insight Manager
- Marketing Manager
- Merchandising Manager
- Retail Manager
- Sales Manager
- Shopper Engagement Consultant
- Shopper Insights Manager
- Shopper Marketing Manager
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We know that people learn in different ways: by sight, sound and touch. This workshop is highly visual, interactive and practical. Group exercises and discussions are used throughout and we ensure that attendees ‘learn by doing’ so that you can apply your new knowledge and skills back in your business. Case studies and best practice examples are used throughout.
Participants will receive a copy of the key training materials.
Hosted in our newly refurbished state-of-the-art training suite at IGD.
The workshop starts at 9.00am and finishes at 17.00pm
| WHO IS THE SHOPPER? |
- The differences between shoppers and consumers
- The hierarchy of shopper needs
- The many different types of shopper missions
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| SHOPPER PSYCHOLOGY AND BEHAVIOUR |
- How shoppers plan for their shopping trips
- How they shop in the in-store environment
- The shopper decision process
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| SHOPPER TRENDS |
- Changes over time in shopper behaviour
- The growth in shopper power and the impact on retailers
- The growth in on-line grocery shopping
- Developments in technology and their effects on the shopping environment
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| IMPACT ON THE SHOPPER ENVIRONMENT |
- Understanding retailer shopper profiles and strategies
- How store types have developed over time
- The growth in non-food
- The impact of Retail Ready Packaging
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| SHOPPER RESEARCH AND INSIGHT |
- Market influences on the shopper
- Different types of research, with relevant examples
- Developing a research brief
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| INFLUENCING SHOPPER AND CONSUMER BEHAVIOUR |
- The category growth levers
- How products are chosen in the in-store environment
- Product assortment and availability
- Impactful merchandising and display
- Planning, implementing and evaluating promotions
- Innovation in packaging, display, POS
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26-27 June 2012 - 6 places left!
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IIf you have a few participants and would prefer us to run the workshop at your office with your commercial team, on a date that is convenient to you, please email academy@igd.com to discuss alternative solutions.
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