Shopper marketing targets the person who buys (the shopper), not necessarily the person who uses the product (the consumer). A mother buying baby food is the shopper; the baby is the consumer.
It influences decisions from store entry to checkout through in-store displays, product placement, price promotions, and packaging. It considers the entire path to purchase.
In-store displays, strategic product positioning, sampling stations, and digital shelf technology are key shopper marketing tools. Understanding how shoppers navigate stores and make decisions is essential for effective shopper marketing.