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Why do we need to know how CONSUMERS SHOP? | #RetailBiz with Craig Page-Lee

Why do we need to know how CONSUMERS SHOP? | #RetailBiz with Craig Page-Lee

BizRadio chats to Craig Page-Lee and in his usual direct manner he shares some of the key insights that he took from the recent Shopper Marketing In-store Path to Purchase Conference (held in South Africa 24 & 25 July 2013) and hosted by Marketing Mix Conferences.

Craig Page-Lee in conversation with BizRadio’s Grant Jansen

Podcast | Click HERE to listen

The event covered a number of key issues pertinent to the Shopper’s journey to actually making a purchase, such as;

Strategic integration of the shopper marketing components upon the in-store path to purchase
LSM-A and LSM-B segmentation – understanding the different rules and applying the right interpretations to the campaigns
Closing the sale in malls – how to make the feet count
Motivating and incentivizing and managing retail staff, sales people and promoters in the age of increasingly well informed customers
Promotions on the forecourt – stimulating consumer demand
Opening hearts, minds and wallets! Cutting through the clutter. Understanding that how people shop and how people consume are inherently different and messaging needs to be tailored to both mindsets
Using Wi-Fi for conversion, loyalty, and observing consumer behavior
Home to store different paths to purchase
Online the Silent Salesman who knows how to engage
In-store shopper engagement on mobile
The shopper-brand relationship at the POP (point of purchase)
Role Of Kids (8 – 16 yrs) on In store shopper behavior
In Store Brand Ambassadors; love them or hate them they’re here to stay. How to make Brand Ambassadors/In-Store promoters a potent element in your shopper marketing strategy
Technology engagement path to purchase

* Marketing Mix Conferences are a vital source of latest best practice thinking and case studies and provide one to one networking opportunities. The events target professional marketers in SA and sub-Sahara Africa. The two primary groupings are New Media and Shopper – marketingmixconferences.co.za

BizRadio’s weekly content offering – #RetailBiz with Craig Page-Lee – anything from in-store promotions to outdoor billboards, from customer journeys to brands evolving.

Craig Page-Lee is the MD of Posterscope – SA’s leading Out Of Home specialists. He is passionate about retail and has a background in design and architecture and one day dreams of heading off on a world adventure on his motor-cycle.

Follow @cpl_ignite Follow @posterscopeza

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