The term Shopper Marketing can be confusing, having come to mean different things to different people along the value chain in today's consumer marketing environment. Shopper Marketing is a leading topic on the minds of retail and brand marketers as they navigate new waters of business collaboration.

Does Shopper Marketing relegate only what happens in the store to active shoppers - merchandising, media and promotion at point-of-sale? Or does it more broadly relate to the shopper path to purchase from first contact to shelf-take in-store?

And where shoppers that play the role of buying agent for other household members fit in, when the shopper isn't also the end-user / consumer?

For us, the definition transcends all of these. We believe that Shopper Marketing, in its basic form, is the collaboration of retailer (shopper) and brand (consumer) insights, to create strategies and tactics that activates shoppers (as consumers or agents) and household stakeholders/influencers along the purchase path.

The path-to-purchase in this paradigm is not linear, but rather a continuous path that cycles through information assimilation, consideration and intent, purchase, usage, preference evolution, reconsideration and repurchase.

At CoOptions Shopper Marketing Shopper bridges the gap from Life-to-Shelf^TM.

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