Shopper marketing has become a well established and strategically important function within Consumer Goods, now sitting top of the agenda for some of the biggest FMCG businesses globally.

A specialist area within marketing, Consumer Goods businesses recognise the competitive advantage of marketing to shoppers in-store, influencing them at the point of purchase through POS material, pricing and promotions.

Shopper marketing has evolved over time, from being primarily activation-focused in the form of BTL comms, to become far more strategic, incorporating category and shopper insight to analyse the shopper path to purchase, working in partnership with the brand, category and sales teams to ensure their products are positioned as competitively as possible in-store.