The Future of Shopper Marketing is on Your Phone

I’ve been involved in shopper marketing efforts for over 15 years and I can tell you, although there’s been advances in the way things get measured and the importance and validity of this marketing strategy has been validated time and time again (when done correctly) it seems in a lot of circles that shopper marketing is becoming the Big Foot of the marketing world…lots of sightings but no real capture.

But like in every other area of life now, the command and control regime of the past is fading away and the people are now in control. Historically, there’s this tension between retailers and product makers. The product guys want you to buy their stuff and although they say they want you to buy it at customer X, they really don’t give a flying flip as long as it’s sold somewhere. The retail guys come at it from the other perspective. They don’t give a dang if you buy a Sony or Samsung or Vizio or Pete’s Newfangled Magic Moving Picture Machine. They just want you buying it in their stores.

Consumer? What consumer? Really, this battle has been about the eternal back and forth gaming between product maker and product seller.

Now comes Mr. Jobs with his newfangled iPhone-thingy and them Googly boys with their Android and suddenly the people  (that would be you and me) who are tired of the “let them eat cake” attitudes of the brands and their retail sometimes friends/sometimes enemies have some POWER!

We can get on Tweetybird and FriendFace and Aunt Sue’s blog for people who like mint scented undergarments and  check what other people are saying about your whatchamajiggy and if they don’t like it, we don’t like it. We can do this while we’re in a store, looking for the coolest, newest, latest, greatest thing around. Oh, and one more thing, we can launch our little red laser app and make sure that you, Mr. Retailer, are not trying to hose us with a 500% mark-up on Godzilla cables versus the more reasonable 250% mark-up at Wild Woody’s World of Wonderful Savings.

As far as the fancy-schmancy practice of shopper marketing and all the agencies trying to pull the wool over clients that they’ve got the best retail practice since public bathrooms were invented, I think the whole thing’s ready for a shake up. For all the brand’s talk about shopper marketing, it still sits an a backroom and gets coffee for the advertising. For all the retailer’s talk about supporting their key vendors, they still take the whore cash from the Johns who troll their sales offices.

Meanwhile, if you leave that negotiating card table in the sparsely decorated room for just a second, you might just notice an army of shoppers with their iPhones, Androids and other assorted digital denizens patrolling your aisles. As for me, I think the whole shopper marketing thing is about to get a stern talking to. The future of shopper marketing is on your phone

Dearth of Mobile Coupons Leaves Shopper Money on Table.

via Dearth of Mobile Coupons Leaves Shopper Money on Table.


About Scott Cone
A husband to a loving, lovely wife. Father to six great kids and two grand kids. I'm a marketing, advertising and promotion professional with a keen interest in big ideas, all things digital and especially how mobile is changing all aspects of communication and marketing. I play guitar and sing, write music, write screenplays, act, scuba dive, weight lift, ski and enjoy Christian apologetics, logic, evolution versus intelligent design and the basis for morals, values and ethics.

One Response to The Future of Shopper Marketing is on Your Phone

  1. Hi Scott,
    great thoughts, which I can 100 % share. The real power goes from the salesman to the shopper.
    It is more than a revolution in Marketing, because today the shopper knows more than the salesguy.
    Brands, advertisers, promotion people have to realize, that the point of sale is a medium and the
    shopper becomes the no 1 target audience within marketing and sales. We need smart solutions in
    terms of strategic shopper marketing campaigns. The point of sale is the physical place, where you
    can invite people into your community. and scocial media delivers the tools to bring people into the store.
    Lets celebrate the revolution and hope it speeds up!
    Best regards

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