What is shopper marketing?

Shopper marketing is the act of looking at consumers’ actual shopping habits. This doesn’t just extend to what they buy, but the manner in which they travel through a store, the choice of coupons, and more. It helps merchandisers and store designers decide how to create a new store layout by deciding what aisles go where and the locations of coupon dispensers. It’s important to remember that the shopper isn’t always the consumer. The shopper is the person going out to get the product, while the consumer is the person to whom you market the product. For example, candy companies market towards children, making them the consumer, but the shopper is the parent. Shopper marketing is more concerned with the parent than the child.