here - POPAI Australia & New Zealand

Shopper Marketing: some definitions
“The application of shopper insights along the path to purchase, to affect purchase behaviour in order
to increase sales for both retailers and manufacturers”.
- POPAI Australia Shopper Marketing Industry Council, January 2011
“The use of insights-driven marketing and merchandising initiatives to satisfy the needs of targeted
shoppers, enhance the shopping experience, and improve business results and brand equity for
retailers and manufacturers.”
-USA Retail Commission into Shopper Marketing, April 2010
“All marketing stimuli, developed based on a deep understanding of shopper behavior, designed to
build brand equity, engage the shopper (i.e., a consumer in „shopping mode‟), and lead him/her to
make a purchase.”
- Deloitte/GMA 2007: Shopper Marketing: Capturing a Shopper‟s Mind, Heart and Wallet
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What‟s yours? Does it differ retailer vs manufacturer?