Discussion

The purpose of this thesis is to contribute to a greater understanding and new knowledge in the conceptual area of shopper marketing from a shopper's perspective. By looking at the case company in its new market situation, we aim to facilitate the understanding for what shopper marketing can be and how it can be used in order to satisfy and create positive shopper experiences. This research is accessing insights from the shopper's point of view of the retail situation.

During the analytical process it has become clear that some general conclusions and insights can be pointed out. Theories claim that great deals of the shopping decisions are made inside the store- but our findings showed the opposite. The shoppers at Apoteket Hjärtat had very often

decided what to buy outside the store. By this we can draw the conclusion that the purchase or the in store activities not is the tipping point or the first moment of truth in all businesses. And in this research perspective the moment of truth occurs out of store which possibly has to do with Shankar’s (2011) theories of the shift in the market due to deregulations etc. However it can also depend on other things and the marketplace is a place for slow changes towards greater marketization in the shopper experience level. This process will much likely take some time and as we found there are some tendencies that reveal that the process has started. Examples of this are the increase in competition, the increase in promotions and price off signs and the extended product assortments on the shelves. The marketization and the winning aspects of the shopper experience is most likely just lagging, which we consider as normal as the roles in the new marketplace just started to emerge.

Furthermore, the approach that unseen is unsold (Chandon, Pierre, J. et. al. 2009) and the fact that Apoteket Hjärtat has a lot of advertising in store which half of the respondents did not notice we think of as good examples of this. The out of store activities are important to integrate with other marketing activities and Pincotts (2012) argues that the presence built in store must be matched with the messages out of store to make a consistent and trustworthy message. We don’t consider Apoteket Hjärtat to have a consistency in the different messages that the shopper

is exposed to which can be the reason that the advertising remains unnoticed. In addition to this there is a possibility that the shopper’s mind is not open to the promotions, due to the fact that the shopping goal already is set outside the store. If this is the case, the shopper is facing the promotions too late to adapt the message.

We recognise retail marketing to put the whole retail situation, the customer and the consumer in focus in their overall picture. In store marketing puts the in store activities in focus and shopper marketing puts the shopper in focus. In a large extent a satisfactory shopping experience surely can be reached with different marketing strategies, but the exact aspects that will be handled vary according to the different strategies filtering. These marketing approaches may be perceived as different accents of the same language which can be used as a metaphor in this case. However, accents do affect us, and the way we say things can often affect the result. In this case it can also be possible that different people or businesses have preferences that better matches either Retail marketing, In store marketing or Shopper marketing. If so, we can say that satisfied customers who feel that they are winners in the retail situation can be achieved in many ways. In this view Shopper marketing can be thought of as a new tool in the tool box or a new colour in the crayon box. Since all people, shoppers, retailers and merchandisers are different it can be useful with Shopper marketing as a marketing complement that makes it easier to reach the exact nuance in the offer that is preferred.

By this research we have also reached insights in that Alexander’s (2008) different shopping categories can be used as interpreter of the retail situation. In this way they work as a good model that clarifies which shopper you attract, which shopper you want to attract and which shopper who are not prioritzed. This model helps the retailer to create efficient offers that increases the winning situation for the shopper. This research in Shopper marketing has also clarified and visualized the concept of having a 360° approach to the shopper. This can be useful in both extern marketing strategy and in intern marketing as a pedagogic tool to visualize the picture of the most valuable shopper to the staff in a business organization. By this a clearer and more consistent message from the business/brand/shop most likely will be send.

However there are some reasons to have a sceptic approach to Shopper marketing. During this research process we have been struck by the thought of shopper marketing strategy as being too good to be true, and we wonder if this really is the case. Certainly it is good to listen to the shoppers, but do they say what they really mean? We believe that there may be a difference between what shoppers think and how they act. Therefore, we believe that these methods must

be handled with the utmost thoughtfulness so that a reliable result is reached. Furthermore, we question if Shopper's experience not has been satisfied in previous marketing strategies. We think they have and that Shopper marketing only is contributing to point out the shopper’s experience further. This should mean that a responsive retailer can achieve the same results without knowing that it is shopper marketing that is done, but just common sense and a willingness to sell through an unmatched offer that appeal to the shoppers. Thus, feelings of great satisfaction in the shopping session can also be reached without an active approach through shopper marketing. Shopper marketing just makes it easier by clarifying the shopper’s position in the retail situation and that shopper insights are crucial for delivering a stable and reliable positive shopping experiences.