We live in an age where the customer is king.
Marketers are constantly adapting their efforts according to the consumer’s evolvement in order to effectively engage with them and maintain brand loyalty. The difference in the way the consumer is perceived at the various stages across the decision-making and buying process is what brings rise to the question,
How does this affect the marketing approach and process?
When it is the consumer that is being targeted, the marketer is aiming to influence the person that is purchasing the goods/services for personal use. Marketing efforts in the past have been concentrated on understanding the consumer and how they behave. However, marketers have now come to understand that a consumer can be influenced while they are in the process of shopping, in-store. Hence giving rise to the concept of ‘Shopper Marketing.’
What is shopper marketing?
Shopper marketing is defined as “understanding how one’s target consumers behave as shoppers in different channels” It is a last-minute appeal to consumers, that tries to make an immediate impact on them during the purchasing process. On the other hand, consumer marketing is based on consumer rates, where retailers and manufacturers analyze data of purchases along with other data to determine their strategy and campaign, trying to make it as effective to the audience as possible.
Brands work to catch the eye of both the consumer and the shopper. They focus on shopper marketing in terms of understanding the consumer’s emotional decision-making process and consumer marketing in terms of getting their consideration set.
Consumers and shoppers may be the same person but can think differently.