Shopper marketing is a discipline that focuses on improving the shopping experience for consumers in order to drive sales both in-store and online at the point-of-purchase.
As opposed to traditional advertising and promotion, shopper marketers focus on making last-minute appeals to shoppers at the very moment they’re considering buying. Other forms of marketing try to increase overall awareness and affinity for a brand or product.
In an effort to keep shoppers going to stores, shopper marketing is a key strategy used by many companies that sell consumer packaged goods.