ABSTRACT
This chapter describes how brands, suppliers and retailers can obtain Excess Share of Voice (ESOV), support the advice coming from others peer groups, relatives and friends, while establishing and building a relationship with the shopper. For most offline outlets, achieving ESOV nationally is prohibitively expensive, so the solution which can be applied by all is to target a store and its shopper customers. Brands, retailers and suppliers would need to work together to do the same online as in a local-to-shop area pointing shoppers to a web page or pages. In addition to the engram and the ESOV, the brand, the supplier or retailer should facilitate the shopper's access to social media as well as garnering the feedback. The shopper values the advice from peer groups, friends, colleagues and family social media contact. A link to seeing the product in use on YouTube, supplied by another shopper, is a simple solution through links on a website.
