Exploring Shopper Marketing Approach Implications on Brand Communication at the Point-of-Purchase: An Expert's Opinion Qualitative Study

Shopper marketing is a recent approach to marketing. Since shopper marketing is in the early stages of development, it is also an emerging research field and, consequently, questions and challenges to this approach are emerging across all the marketing-mix variables. This paper addresses the implications of adopting a shopper marketing view on the communication variable. Specifically, the purpose of the research is to study the implications of the shopper marketing approach on brand management, focusing on communication strategies and actions at the point-of-purchase. In order to address that goal, an expert’s opinion qualitative study was conducted, gathering primary data from thirteen shopper marketing experts, using a two-stage sampling – judgmental and snowball techniques. The results are consistent with the literature review and complement it, providing explanations and adding elements that might help towards a more effective marketing communications management, particularly at the point-of-purchase.