Connecting Brands and Shoppers in the Retail Environment.

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While the shopper and the consumer are different, they cannot be detached artificially.

Consider this: a brand in a highly price-driven category – say, condiments and sauces – launches an extensive campaign with humorous TVCs and radio spots, magazine spreads, a social media competition and sponsorship of a highly popular cooking show.

A shopper goes to the supermarket to do a super stock-up shop, which includes buying condiments and sauce for the pantry. She stands in front of the condiments, confronted by overwhelming choice at the shelf.

This is it, the moment of truth. The deciding factor in whether that extensive campaign is a success, or not.

The aforementioned condiment brand is easily undercut on price by its competitors and we know our shopper is seeking value over and above any other driver.

How does this campaign ‘work’ at the shelf?

Did the brand manager and his agencies use “shelf-back thinking” right from the start of the planning process? Have the consumer and the shopper been considered in the same breath?

TorchMedia has the knowledge and the network to ensure your brand goes into shoppers’ trolleys at the moment of truth.

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