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Shopper Marketing

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Creating competitive advantage at the point of sale

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.

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    Rob Nelson

    After graduating from Northumbria University with a degree in business, I moved to London looking for a career which was fast-paced and could offer progression based on performance – recruitment offered both and my journey began. 4 years later myself and Sam started Allexo, and what an incredible journey it’s been so far! What is your area of...

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    Rob Nelson
  • Meet the experts

    Sam Musgrave

    I’m one of the Directors and joint founding members of Allexo Search. After graduating from University, and spending just over a year travelling the world, I, like so many people, fell into the world of recruitment. Starting my career in 2006, I was naturally drawn towards and developed a strong interest in FMCG/Consumer Goods and I continue to ...

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    Sam Musgrave

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