Strategic Shopper Marketing: Driving Shopper Conversion by Connecting the Route to Purchase with the
Shopper marketing and societyThe relevance of shopper marketingKey factors influencing shopper marketingIntroductionTechnologyEconomySocial and political sphereImplications for shopper marketing strategiesNotesStrategie shopper marketingThe emergence of strategic shopper marketingConnecting the route to purchase with the route to market in the new omnichannel realityNotesThe route to purchaseConsumption need states as catalysts of shopper behaviorShopper attitudesIntroductionInvolvementPurchase planningShopping missionsThe shopper journeyFrom touchpoints to shopper journeysShopper journeys are localShopper to buyer conversionRoute to purchase strategy designNotesThe route to marketIntroductionPoints of purchase and sales channelsManagement of the point of purchase and sales channelsIntroductionTraditional and fragmented sales channelsModern and organized sales channelsDigital sales channelsThe market-focused organizationNotesConnecting the route to purchase with the route to marketRole of the point of purchaseActivation of the shopper at the point of purchaseFrom picture of success to activation programsFrom category management to shopper managementDigital activationEcosystem shopper marketingThe need for recommendation-driven activation strategiesThe new competitive space of hyper-convenience and last yard serviceThe need for ecosystem-oriented shopper marketingNotesBibliography
