New division for Crossmark


business,path,iconMarketing and sales services company, Crossmark, has launched a dedicated shopper marketing division, Shopper Republic.

Shopper Republic integrates data analytics and field intelligence to tailor retailer specific strategies for brands. The company’s primary focus is moving product from shelf to trolley by creating a brand experience.

Shopper Republic business development director, Jason Bentley, said that with 76 per cent of consumers making a purchase decision at the point of sale, the retail environment ensures we translate conversation to conversion through a deeper understanding of shopper purchasing behaviour.

“We often say to our clients that a 10 per cent increase in range and distribution will achieve a 22 per cent lift in sales. Success can only be achieved through retailer collaboration early in the planning process, driven through insights and not just creative. A shopper insight is something truly unique to the shopper in the moment of purchase and cannot be replicated,” Bentley said.

Shopper Republic develops omni-channel shopper marketing strategies for physical retail environments and digital marketing with a focus on social media integration at the shelf.

Executions can include shopper promotions, multi-platform digital, experiential, creative, and point of sale campaigns, as well as retail staff programs, including incentives and e-learning.

“Shopper marketing executions are driven through relevance and creativity to the individual shopper. It’s no longer path to purchase, it’s now path to loyalty. Shopper marketing initiatives develop a deeper connection with shoppers by creating a more dynamic shopper experience. This in turn enhances value and loyalty to both retailers and brands,” Bentley said.

“We know that 49 per cent of shoppers who’ve been exposed to experiential marketing purchase directly as a result of that experience.”

Retail staff are also a key audience, as they are an important point of influence in a shopper’s purchase decision.

Shopper Republic’s clients includeTelstra, Weight Watchers, Lysaght, Victa, General Mills, Salmat, Hisense, Ubisoft, Fetch TV, Comvita, Intel, Lufthansa, and O’Brien Glass.

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