'Shopper Marketing' Definition

Shopper marketing: A cross-functional discipline designed to improve business performance by using actionable insights to connect with shoppers and influence behavior anywhere along the path to purchase.

Key elements of effective shopper marketing include: 

  • an organizational culture that embraces shopper-centric thinking as a key marketing strategy; 
  • strong collaboration between retailer and brand marketer, in which both sides work toward mutually beneficial objectives using shopper needs as the common ground; 
  • the development of programs that, in addition to driving sales, can build brand equity for both product and retailer by engaging shoppers in relevant ways.

Source: Path to Purchase Institute

For P2PI's full Path to Purchase Glossary, visit