Shopper marketing is a subdiscipline of marketing that focuses on the individual consumers' journey through the purchasing process. In shopper marketing, practitioners seek to understand how shoppers make purchase decisions, what motivates them at different stages in their journey, and how to influence their behaviour.
A key goal of shopper marketing is to close the gap between what brands promise and what shoppers experience when interacting with those brands. To do this, shopper marketers must first understand shoppers' unmet needs and then develop creative solutions that address those needs better than the competition.
In recent years, shopper marketing has become an increasingly important part of many marketers' toolkits. This is partly due to the rise of eCommerce and omnichannel shopping experiences, which have made it more difficult for brands to reach and influence consumers directly. By understanding shoppers' journeys and developing targeted initiatives that meet them where they are, shopper marketers can help brands remain relevant and top-of-mind as consumers move along their path to purchase.