Where did it come from?
Shopper was pioneered by Procter & Gamble, which adopted it as a cross-functional, company-wide business strategy in 2007. P&G continues to be a leader in Shopper today.
How is it different from other types of marketing?
Shopper is more accurately a business than a marketing strategy. It provides a framework for a series of discrete, short-term tactical initiatives, premised on the long-term integration of brand and retailer business objectives. Both its alignment between brand and retailer, and its integration of consumer and shopper insights, set it apart from other types of marketing. It is also different in that it is not limited to the communication of a marketing message or promotion and is also about creating a more enjoyable shopping experience.
Shopper is similar to other types of marketing in that it supports equity, image and differentiation, albeit for both the brand and the retailer.
Why does Shopper matter?
Shopper matters because it uniquely understands consumers as shoppers and how they behave under a range of circumstances and in a variety of retail environments — both physical and digital. Where other types of marketing connect with how consumers think and feel about our brands, Shopper connects with how they behave — and why — when they are deciding what, or whether, to buy a particular brand. Ultimately, the Shopper promise is to make it easier for shoppers to find and buy our brands, and its purpose is to make the shopping experience rewarding for the shopper.