Courses

Contents

1. Why Shopper? Shopper vs Consumer
2. Shopper Research & Insights
3. Retail Marketing Defined
4. Test your knowledge: Quiz

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Contents

1. Retail and manufacturer business models, priorities and drivers.​

2. Key retail objectives and implications for retail/shopper marketing programs. 

3. Test your knowledge - Quiz 

Contents

1. What are POP drivers?

2. POP drivers in more detail 

3. Test your knowledge - quiz

Contents

1. What are purchase journeys and the path to purchase?
2. Why it’s important to understand purchase journeys
3. Types of purchase journeys
4. Touchpoints, and their role in purchase journeys
5. Messaging and calls to action across touchpoints
6. Test your knowledge - quiz

Contents 

1. Why they Shop: Occasions, missions, motivations, barriers and the impacts of life stage

2. How they Shop: Purchase decision hierarchies, planning and impulse, navigation

3. Test your knowledge: Quiz

Contents

1. Recap of learnings, frameworks and principles from Modules 1-5

2. Bringing it all together: shopper and retail marketing campaign examples showcasing the principles

3. Retail Marketing Defined