Shopper marketing was once thought of as a purely in-store experience, with specific outreach to consumers as they browsed aisles in an effort to close the deal.
But marketers today are recognizing that shoppers arriving in the store are not completely blank slates waiting for the right marketing message to move their purchasing decisions. Much of their motivation to purchase starts at home and for any number of reasons.
Marketing to shoppers while they are at home drives awareness and consideration, trial and action, and loyalty and advocacy. Furthermore, research has shown that brand loyalty is built in the home. For example, a child grows up with loyalty to brands that the mother, usually the main shopper, buys.