Shoppers are increasingly confronted by a plethora of savings opportunities and deals, accessible at various phases of the shopping cycle, offered by a growing number of players alongside retailers and manufacturers, across several channels. These marketing activities are referred to as “shopper marketing”, as they address consumers “in shopping mode”, when they are prepared to make a choice, and aim to influence them along and beyond the entire path-to-purchase. Today, retailers and manufacturers regard shopper marketing as a priority. We propose the case of store flyers, which account for a substantial part of retailer promotional budgets, to illustrate how traditional marketing activities can turn into an innovative shopper marketing approach by incorporating and generating insight on customer behaviour “couch-to-cart”. We illustrate new digital developments in flyers that have the potential to reach customers at different points along the path to purchase, to reduce costs and to increase effectiveness by incorporating insights. Through flyer aggregators, a new type of information intermediary, digital flyers can produce rich data on customers who usually do not appear in loyalty program databases. However, to exploit all this, changes to the flyer management process are needed. With few exceptions, our research has confirmed that there is no single unit in charge of the whole customer experience in retail organisations today. However, where inter-functional teams have been introduced, they have succeeded in transforming the flyer process by making use of various sources of data within the organisation. New available metrics support best practices thus further empowering inter-functional teams. If a shopper marketing orientation is to be adopted, a single view of the customer is to be developed. The need to unlock resources from the costly print flyer management process to pursue the new loyalty and digital opportunities, as well as organisational changes, could be the drivers for a fresh start with shopper marketing. Opportunities for research emerge in the areas of shopper marketing, electronic intermediaries, promotional innovation and marketing organisation.
|Tipologia ministeriale:||Articolo su rivista|
|Appare nelle tipologie:||1.1 Articolo su rivista|