Three ways to develop effective retail shopper marketing
Good point-of-sale marketing changes minds and wins wallets at the check-out. In this guest post, Asher Hunter reveals his three tips to developing effective in-store communications.
The store is our most important media channel. The media landscape continues to be more fragmented, but the reach of the retail environment remains constant. 
Over 12 million people in Australia have shopped at a supermarket in the last 7 days. That’s significant reach and all in close proximity to making a buying decision.
In 2009, P&G introduced its ‘store back’ marketing concept. Summarised as “If it doesn’t work at the store, it’s no longer a good marketing idea for Procter & Gamble Co.,” in an Ad Age article, the innovation forced P&G’s ad agencies to think more explicitly about how a creative concept will play out at the store level and connect with above the line media.
P&G made a publicised move towards a shopper focus, but the movement was not restricted to them alone. In fact, many companies view packaging as the most important touch-point with shoppers.
