ABSTRACT
This chapter examines communicating with the shopper. The shopper does not seem to be greatly affected if they can consume more of the product or if it can be put away in a larder, but if neither applies then the category may not be 'expandable', in which case single pack deals may be more attractive than multibuy promotions. Otherwise it is the retailer that seems to hold the cards on the success or failure of a (Buy One Get One Free) BOGOF or half-price promotion which depends on in-store execution. Many companies use promotions to beat the shopper into submission. Research shows much smaller incentives move the shopper in the right direction. Shoppers seek communications, which are available more than ever. One sales colleague can pass information on to the next about the shopper journey. The corollary is that the data can also track the salesperson performance when dealing with the shopper.
