Brand Fast-Trackers #172 – What is Shopper Marketing?

September 13, 2012, 6 // no responses
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In yesterday’s post/episode, we introduce a new shopper marketing series we will be doing with Chris Brace, founder of Shopper Intelligence. We briefly addressed the basics of shopper marketing:

Consumer Advertising tells consumers what to think;

Shopper marketing tells them what to do

In today’s episode, we delve more deeply into the definition of shopper marketing and all of its aspects. The lightbulb went off for me when Chris talked about the differences in consumers’ mindsets depending on what role they are playing at a given time. Honestly, I always considered myself a consumer and had never thought about the times I become a shopper and what that means for marketers.

Consumer Mindset vs. Shopper Mindset

  • The consumer mindset absorbs information that builds the perception. It’s the building of the emotional relationship with the brand. 
  • The shopper mindset absorbs any information that is involved with how a person shops a particular category, brand, or product. 
  • The shopper mindset is always influenced by the consumer mindset. 
  • The consumer can shift into the shopper mindset anywhere and at anytime, not just in the store.

To hear the rest of the interview, tune in below or hop on over to iTunes. No time to sync? Check us out on Stitcher, all of your podcasts will download automatically. Enter the code brandconnection for a chance to win.


Meet Bre Hiser

Bre Hiser has written 132 posts in this blog.

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  1. [...] In the previous episodes, we have explored initial concepts of shopper marketing, delved into the differences between the consumer and shopper mindsets and discussed how brands can use shopper insights to their advantage. All of this seems fine and [...]

  2. [...] the previous episodes, we have explored initial concepts of shopper marketing, delved into the differences between the consumer and shopper mindsets, discussed how brands can use shopper insights to their advantage, and how brands are diverse as [...]

  3. [...] show also ties into the shopper marketing series we have been doing. (See Episodes 1, 2, 3, 4, [...]

  4. [...] we return to our shopper marketing series with Chris Brace. (See Episodes 140, 141, 144, 147, 149, 155) Marketing is traditionally viewed as transactional. It is all about guiding [...]

  5. [...] today’s podcast….we are returning to our series with Chris Brace  (See Episodes 140, 141, 144, 147, 149, 155, 159), and despite the numerous episodes we have done with him, something [...]

  6. [...] we will have a bonus post – the second episode in this series and we will really delve into shopper marketing. [...]