About this course
It is the goal of every shopper marketer to reduce complexity when it comes to the various channels they use to influence their shoppers. In fact, the whole idea of clustering shopping environments into channels is driven by the need to reduce complexity. Unfortunately, creating a clear channel segmentation is not a panacea for complexity in itself. Many consumer goods companies sell brands and products in multiple categories. In each category, shoppers behave differently; additionally, channels play different roles for the shoppers in each of these categories. The complex challenge facing shopper marketers is where to focus. That is why prioritization becomes essential.
This course looks at the changing world of retail; how to eliminate barriers; how to move high potentials to preferred channels; and how to use a channel prioritization matrix effectively.
This course unpacks how to prioritize channels based on shopper relevance and barriers to implementation.
Marketing professionals in the consumer goods or retail industry, wanting to master the art of prioritizing the right channels.
1 hour
NEW! Effective retail marketing course
We have packages to suit all budgets so please click on the image below to learn more about how you can maximize the potential of retail marketing programs.
Integrated Strategic Shopper Marketing Course
A comprehensive guide for establishing a more effective marketing approach, by integrating consumer, shopper and retail marketing. Make your marketing decisions and choices count. Align with the strategic driving forces of your business when you purchase Integrated Strategic Shopper Marketing.
