Successful Shopper Activation
Successful Shopper Activation
 
19-20-21 November 2024

9:45-11:30 GMT | Virtual

 

Workshop overview

Retail marketing can be a large investment in time and resources, and therefore essential it resonates and gets cut through with the shopper.

Through this workshop our industry experts will help you understand the shoppers’ journey from planning to purchase. How can we leverage the way people shop to build relevant and meaningful activations in the right place at the right time to drive them to purchase your products.

By ensuring our shopper activations and marketing have cut through and relevant will in turn lead to better sales and return on our investment.

 

Learning outcomes

Know how to create great activations plans that drive the right behaviour from the shoppers and deliver our objectives.

Understand what best practice point of sale design (physical and digital) look like and what to avoid.

Be sure you are setting the right measurements; and reviewing against objectives and return on investment.

Feel confident working with the retailer to deliver impact and results

 
 

Who is it for?

This virtual workshop is perfect for anyone new to a shopper activation role or looking for a refresher. Understand and activating with the shopper is a key skill need for those in commercial careers, inc. account managers, category managers and shopper marketers.

A great next step if you have recently taken part in our Successful Account Management workshop.

 

Testimonial from a recent participant

It was very engaging and interactive. The statistics and validated references gave stronger evidence that captures real behaviors in the market.

 

Agenda
Day 1
Duration: 2 hours
Shoppers and consumers

Understand how the motivations and needs of shoppers and consumers are different.

How the shoppers’ behaviour is influenced by the macro environment.

Understand the shoppers’ journey from planning to purchase, and the different influences over their decisions. How this should be reflected in your shopper marketing.

Day 2
Duration: 2 hours
Engaging messaging

The tools we have and their power to engage the shopper. How to make communication that cuts through.

The rise of digital retail marketing and how it changes shopper marketing.

The different styles of shopping and what shoppers’ needs are for each.

Day 3
Duration: 2 hours
Delivering success

Building plans that deliver the short term and mid term objectives across omni channel.

Developing winning customer proposals. Delivering a triple win solutions.

Planning for successful and effective customer meetings, Pre-meeting preparation.

 

Meet the trainer

Simon Attfield, IGD Senior Consultant

Simon Attfield tutors on our open workshops and delivers bespoke Category and Shopper programmes. He has over 25 years’ experience working in category management, shopper marketing and sales for FMCG companies such as P&G, Britvic, Clairol, and most recently leading the customer marketing team at Tata global beverages.

Simon Attfield