Shopper marketing: A new partnership perspective in marketing channels

Abstract

Shopper marketing has lately become a promising business initiative. The distinction between shopper marketing and traditional marketing paves the way for new relations, partnerships, and better results of retailers and suppliers. The paper explains the new perspective of marketing, with the shopper in focus. Retail has been identified as the center of gravity for enterprise cooperation and a new business consensus. The advantages and challenges of shopper marketing are also explained, including tracing the efficient category management model and partnership value creation. In the wake of the development of new category management guidelines, the paper points out the aspect of the institutionalization of cooperation in shopper marketing, as well as the future of multi-channel analysis and customer satisfaction.

The Model For Establishing Competitive Advantage of Retail Chains For Countries in Transition

“…The leading role of retail in food marketing channels gives a significant contribution to the affirmation of purchase marketingnew marketing paradigms which focus on the customer and the place of sale. An important research result is that the customers' perception on the food retail market demands a profiled approach to the adjustment of retail store strategy, which includes programs and purchase marketing activities (Bogetić Z., et al, 2016). This can be best observed in the case of autochthonous food products.…”

“…The distinction in comparison with the traditional marketing paves the field of new connections, partnerships and better results of retailers and suppliers. Retail is identified as a gravitational focus of cooperation between the companies and a new business consensus (Bogetić Z., et al, 2016). Interconnection of the companies is extremely important for their successful individual and mutual activity.…”