To help retailers, manufacturers, and brands thrive in an increasingly competitive marketplace, Birdsong Gregory, an advertising and branding agency based in Charlotte, NC, has launched a new shopper marketing division.
Offering deep expertise in retail communications and in-store branding, Birdsong Gregory has helped create highly intuitive, purchase-focused environments for companies such as Food Lion, Lowe's Home Improvement, and Britax.
"As shoppers, people are in action mode," says Jim Cusson, president of Birdsong Gregory.
"Which means they're focused, motivated, and largely beyond the reach of traditional print and broadcast advertising. The average consumer is increasingly apt to filter out unsolicited advertising intrusions, but eventually, all consumers arrive at the point of purchase - which can be online or bricks and mortar."
Although still a relatively new discipline, shopper marketing includes in-store marketing, loyalty programs, private label branding, trade promotions, wayfinding, environmental and package design, and shopper insight mining - basically any medium that enables the narrowcasting of relevant, targeted ideas and messages to individuals engaged in shopping behavior.
According to Cusson, studies of shopper behavior estimate that approximately 70 percent of purchase decisions are made in-store - with 68 percent of in-store purchases being made on impulse.
As a result, shopper marketing is becoming increasingly important for manufacturers and retailers across all categories.
In fact, a 2007 study conducted by Deloitte in the United States suggests that the portion of marketing budgets devoted to point-of-purchase activity doubled from 3 percent in 2004 to 6 percent in 2007, and is expected to reach 8 percent by 2010.
"These trends are meaningful," Cusson adds, "because stronger shopper marketing capabilities result in a significant lift for the retailer, the category, and the brand. Far too many retail environments, online included, are difficult to shop, time-consuming, and lack an intuitive communication architecture.
So the underlying goal of Birdsong Gregory's new shopper marketing group will be to help clients tackle these challenges and create shopper-centric solutions that drive trips, grow basket size, and build brand loyalty."
About Birdsong Gregory
Headquartered in Charlotte, NC, Birdsong Gregory offers an integrated set of marketing and branding services for a wide range of clients, including Britax, Cato Fashions, Food Lion, and Lowe's Home Improvement.
With a focus on breakthrough design and building productive relationships between retailers, manufacturers, and their brands, Birdsong Gregory combines strategic in-store communications with a deep understanding of shopper-relevant media. This results in sustainable growth for our clients and the kind of creative, intuitive shopping experiences that transform shoppers into buyers. Learn more at http://www.birdsonggregory.com or phone Jim Cusson at 704-332-2299.
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