Shopper Marketing : FMCG Training Course

About the course

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.

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

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.

Here’s what others have said…

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

Designed for

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

Location

All our training is digitally held.