Shopper's face a lot of choice when they go for a typical grocery shop.

They see 3,000 different messages per shopping trip and 12,000 different products and packs on the shelf. Research has shown that with the right creative, at the right touchpoint, with the right message, brands can increase sales by up to 27%.

Initials Marketing are shopper marketing specialists. They believe that the most important piece of paper in your business is the till receipt. The little piece of paper that tells you if you've won or lost in your battle to attract a shopper to buy your brand over another.

Once a shopper is on a mission to buy, marketers need to be crafting shopper communications that:
1) Attracts
2) Helps them to effectively consider and evaluate
3) Ultimately closes the sale

It's easy to see things from other perspectives as marketeers, caught up in the brand or retailer position. We know what we do so well because we do it every day. 

It's a skill to be able to detach yourself, that's why we start with the shopper - make them the hero and see things through their eyes first.

There isn't a one size fits all approach to the audience in Shopper Marketing. The shopper's journey is different across different categories - just think about your decision-making process when buying a car versus a buying a packet of crisps. By understanding this consumer decision journey and looking at macro shopper trends and the effect on purchasing behaviour, Initials create marketing designed to change shopper behaviour from desire to action.

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