Shopper Marketing is a new area of focus for agency head honchos these days. With organised retailing becoming big in the country and increasingly contributing more to the GDP, Shopper Marketing is seen as the potential growth area for agency business. Yes, after Digital, it's Shopper Marketing now. Agencies are gearing up to set up specialized units and teams to deliver more values for their clients. Paco Underhill's 'Why we buy' is nicely stacked in the bookshelves of most agency heads.
Even big retailers are trying to understand the science behind Shopper Marketing. So the top boss from a client's office calls up and asks if I could spend sometime with his young team and explain them in simple words what is the meaning of shopper marketing. Honestly, with my little knowledge on the subject I did manage to put a quick ppt and presented it to the team. In the process, we had a healthy discussion about the changing face of retailing in Indian metros, future shopping habits and trends to watch out for in the tier II/III cities, dabbled on the eternal debate of kirana store vs organised retailing, how Walmart will bring changes in the existing retail clutter, how futuristic is Future Group, new areas of retailing etc. etc. A long and a hectic day, but a fruitful one because in the process I got to learn lots.
So here are few slides from the presentation. Go ahead and feel free to use them in-case it helps you for similar exercises:
Please do share your thoughts and comments on the same. Let me know what is your take on Shopper Marketing? How will it bring a change in the way retailing is seen in India? What are the things we should look out for? Are there any hidden opportunities that can be explored? Or you can point me to some interesting articles and topics on the same subject. Basically, enlighten me.
