Ulf Johansson

For FMCG (fast-moving consumer goods) the store is an excellent and effective place not only to sell products but also to expose shoppers to a brand. This is a key part of the retail marketing strategy known as shopper marketing. Shopper marketing is not only a way for suppliers to attract customers to their brands but also a source of revenue for retailers, who can sell prime advertising real estate and shelf space inside the store. However, shopper marketing is not just about investment. It is also about a shared focus on the shopper—not the consumer and not the store, but the shopper who is present in the store and throughout the entire purchasing journey.

Despite the changes in the grocery retail industry in recent years, some things remain the same. Brand suppliers to the grocery retail industry need to develop mutually beneficial shopper marketing collaborations with retailers. Such collaborations can be the foundation not only for successful sales but also for a competitive store if there is strategic alignment between the retailer and the brand suppliers.