Retail Marketing Fundamentals E-course
An introductory online course which will provide an understanding of the fundamentals of shopper marketing across six self-paced modules.
Who's it for
The course is for anyone involved in the retail and shopper marketing industry, including brand, marketing design, account management, sales and finance staff that need an instant understanding of shopper marketing.
Course content
The Retail Marketing Fundamentals E-course begins by establishing shopper marketing definitions, exploring why we talk about the "shopper" as distinct from the consumer, along with shopper insights, what shopper research actually involves, and a clear definition of shopper marketing.
It then moves into understanding retail objectives, covering different business models and how retailer priorities can differ from supplier priorities, key retailer objectives, the "Five Way Multiple", and retail needs and desired outcomes.
From there, the course examines Point Of Purchase (POP) drivers, breaking down what actually drives purchase decisions in store, including range, space and layout, visibility, price, promotion and persuasion.
The fourth section introduces the Shopper Path To Purchase (P2P), starting with the traditional model before exploring touchpoints along the way, the impact of digital technology, the concept of Moments of Truth, and a holistic approach spanning pre, in and post purchase stages.
This is followed by a look at shopper behaviour, covering the how and why of shopping: Purchase Decision Hierarchies, navigation, and the motivations behind shopping, including lifestage, occasions and missions.
The course concludes by bringing it all together, recapping the learnings, frameworks and principles covered throughout, then applying them through shopper and retail marketing campaign examples, before closing with a full definition of retail marketing.