Shopper Insight

How You Will Benefit

As a result of this course, participants will gain knowledge of:

• The Difference between a consumer and a shopper
• Influencing the Point of Purchase
• Shopper research

Who Should Attend

Robenny - School Of Business designed the Shopper Insight course for anyone who deals directly with consumers and shoppers, or who develops the marketing and sales programmes to appeal to buyers. Division managers, marketing managers, brand or product managers, and sales managers will find this course useful. The principles apply to both business-to-business companies and those engaged in retailing or consumer marketing. This course is equally applicable to product and service industries.

What You Will Cover

Shoppers: the Basic Principle

Understanding The Consumer & Shopper

Qualitative techniques

Shopper Research

• Strategic: Understand Category Definition & Segmentation
• Channel: Defining Channels According to the shopping Occasion
• Tactical: Influencing the Shopper at the Point of Purchase (POP)

Implementation Plan

• To practice understanding and analyzing Shopper Research
• To identify key gaps and opportunities in our shopper research