Shopper Marketing : FMCG Training Course

About the course

In order to win with retailers, you must win on the shelf. And with more than 70% of shoppers making their decision at shelf edge, it is critical you understand how you can influence this decision. Our 2 x half day course on Shopper Marketing helps reframe your thinking away from consumers and into shoppers to establish strong shopper-first marketing campaigns. You will come away able to deliver more effective shopper activations with a better understanding of how shoppers think.


  • Build winning shopper campaigns
  • Speak with credibility with your retailers
  • Bring a marketing presence into your retailer meetings
  • Make decisions on shopper campaigns with confidence
  • Establish the right frameworks and infrastructure in your team

The course covers

  • What is a shopper and how does it differ to a consumer?
  • Types of shopper activation
  • Outcomes of strong activations
  • The path to purchase in store
  • The path to purchase online
  • Shopper messaging
  • Evaluation campaign success

Designed for

We recommend this course for anyone dealing with major UK retailers, particularly those in the marketing function.

Meet the trainer

The Trainer for this course is Nick Widdowson. As founder of shopperFIRST, Nick consults with companies to help establish range assortment and space planning capability, training in shopper and spatial psychology and shopper marketing strategy, planning and best practice to create real expertise and make shopper-led decisions. He started his career in store management at the Co-op in 1986 where he gained first-hand experience of the instore environment, before moving to head office where he was responsible for leading macro and micro space planning.  Nick moved to Unilever in 2000 where his role encompassed all aspects of in-store visibility, including range assortment and space planning, channel category management, shopper marketing strategy, planning and best practice. Nick led the UK Customer Insight And Innovation Centre, facilitating shopper research and insights, and developing enabling tools and technology such as virtual reality, augmented reality, audience measurement, eye tracking and biometric research tools.


Hear from your peers…

“Well Structured, with extremely useful learnings that can be applied in the real world.”


“If you’re looking to gain a broad and clear overview of shopper marketing, then this is the course for you! Nick is a great trainer too – he’s friendly, thorough and always keen and ready to answer your questions.”


“It is very useful for those working in retail or creating a brand, widens your knowledge about those who will be purchasing the products.”


“Really useful overview on the shopper marketing process. It definitely provided a deeper understanding of the framework and the considerations to achieve a successful campaign.”


All our training is digitally held.



Preferred Suppliers

Our Preferred Suppliers are a selection of businesses that we have vetted and trust to recommend to our brands. We have negotiated discounts or deals with many of them.

Access to the list and discounts is a benefit to Community members only.

If you are not a Community member, find out more about joining here.
If you are interested in being a Preferred Supplier, find out more here.

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