Shopper marketing: Boost your sales at the point of purchase
Shopper marketing focuses on influencing customer behaviour at the point of purchase, whether online or in-store. It bridges the gap between marketing and sales, driving conversions and increasing basket size. By understanding shopper behaviour, a skilled shopper marketer can create targeted campaigns that resonate with your target audience and ultimately boost your bottom line.
What to look for in a freelance shopper marketer
When hiring a freelance shopper marketer, look for a proven track record of successful campaigns. Seek out individuals who demonstrate a deep understanding of consumer psychology, retail environments, and data analysis. A strong portfolio showcasing a variety of shopper marketing initiatives is essential.
Key skills and qualities:
- Strong analytical skills and experience with data interpretation
- Creative thinking and problem-solving abilities
- Excellent communication and presentation skills
- Experience in both online and offline shopper marketing strategies
- Understanding of retail and e-commerce environments
Main expertise areas to inquire about
Shopper marketing encompasses a range of specialisations. Depending on your needs, you might require a freelancer with expertise in:
- In-store promotions and activations: Designing and executing engaging in-store experiences, including product demonstrations, sampling, and point-of-sale displays.
- Digital shopper marketing: Leveraging online channels like social media, email marketing, and search engine optimisation to influence online purchasing decisions.
- Category management and merchandising: Optimising product placement and assortment to maximise sales and improve the customer experience.
- Shopper insights and research: Conducting market research and analysing shopper data to understand consumer behaviour and identify opportunities for targeted campaigns.
- Packaging and labelling: Creating eye-catching and informative packaging that stands out on the shelf and communicates key product benefits.
Relevant interview questions
Prepare insightful questions to assess a freelancer's suitability:
- Describe a successful shopper marketing campaign you've developed and executed. What were the key results?
- How do you stay up-to-date with the latest trends in shopper behaviour and technology?
- What is your approach to measuring the effectiveness of shopper marketing campaigns?
- Share an example of a time you had to adapt a shopper marketing strategy due to unforeseen circumstances.
- How do you collaborate with other teams, such as sales and marketing, to achieve shared objectives?
Tips for shortlisting candidates
- Review portfolios and case studies to identify freelancers with relevant experience in your industry.
- Look for demonstrable results and a clear understanding of shopper marketing principles.
- Check testimonials and references to gauge their professionalism and reliability.
Potential red flags
Be wary of freelancers who:
- Lack a clear understanding of your target audience and market.
- Over-promise results without providing a data-driven rationale.
- Have a limited portfolio or case studies showcasing relevant experience.
- Are unable to articulate their shopper marketing strategies effectively.
Typical complementary skills
Shopper marketing often works hand-in-hand with other disciplines, such as:
- Data analysis
- Marketing analytics
- Content marketing
- Social media marketing
- Email marketing
Benefits of hiring a freelance shopper marketer
A skilled freelance shopper marketer can help you:
- Increase sales and revenue by influencing purchase decisions at the point of sale.
- Improve brand awareness and customer engagement.
- Gain a deeper understanding of your target audience and their shopping behaviour.
- Develop targeted and effective shopper marketing campaigns.
- Optimise your retail and e-commerce strategies for maximum impact.
By leveraging the expertise of a freelance shopper marketer, you can effectively bridge the gap between marketing and sales, driving conversions and achieving your business objectives. Whether you need help with in-store promotions, digital campaigns, or shopper insights, YunoJuno offers a diverse pool of talented freelancers ready to tackle your next project.
Example projects:
- Developing a targeted in-store promotion for a new product launch, including point-of-sale displays and staff training.
- Creating a social media campaign to drive online traffic to a specific product page, incorporating influencer marketing and targeted advertising.
- Conducting shopper research to understand customer preferences and inform the development of a new product line.
