Learn how to influence the shopper's purchase decision at the point of sale
Learn the principles of shopper marketing and discover how to apply neuroscience, purchase mission segmentation, and sales execution in physical and digital stores. This free course is designed for sales, trade marketing, and key account professionals who want to improve their results and understand shopper behavior.
What is shopper marketing and why is it key to your business?
Shopper marketing is not just about displays or promotions. It's a strategy focused on the moment of purchase decision.
With this course you will learn to connect emotionally with the shopper, eliminate invisible barriers and increase conversion at the point of sale, aligning marketing, sales and execution.
Course Structure
8 explanatory videos with 24/7 access
Downloadable material to apply what you have learned
Real cases and examples from LATAM
Email support during the course
BONUS: Free session with a TMC consultant upon completion
Who should take this course?
Trade Marketing and Category Management Managers
Key Account Managers and Sales Leaders
Owners of retail chains or distributors of mass consumer goods
Consultants or executives interested in point-of-sale execution
Marketing professionals who want to understand the shopper's point of view
Who teaches the course?
Carlos I Alfonzo
Partner Director
Ms. Behavioral Neuroscience
PUCRS, Brazil
Ms. Marketing
IESA, Venezuela
Juan M. Domínguez
CEO
Ms. Marketing
Arizona State University
IESA, Professor
UNIMET, Professor
“Very well structured, clear, practical and directly applicable.”
— KAM Regional, Mexico
“The shopper’s perspective completely changed how we structure our in-store activations.”
— Category Manager, Ecuador
Course structure in 8 modules
Module 1
Basic concepts of Shopper Marketing and Neuromarketing. Strategic role of Shopper Marketing and its integration with other functions.
Module 2
Brain, emotions and their impact on the purchase decision.
Module 3
Shopper Journey and its stages in the physical and online world. Methodology for evaluating and controlling purchasing behavior
Module 4
Shopper and store segmentation models based on purchasing habits. Ticket analysis with machine learning.
Module 5
Evaluation of the shopping experience for your category and brand in the store.
Module 6
How to communicate a persuasive argument using the 5 senses in physical and digital stores?
Module 7
How to change a shopping routine in a sustainable way?
Module 8
Methodology for monitoring and evaluating the activity.
