The term "shopper marketing" has become a pretty powerful buzz word around the halls of CPG manufacturers and retailers alike lately.  What I find curious is that many marketers are unclear as to the exact definition of the term.  A quick Google search uncovered a multitude of definitions ranging from

"...collaborating with the retailer to advance the shoppers in-store experience"

on the ANA Website to

"...the employment of any marketing stimuli developed, based on a deep understanding of shopper behavior, designed to build brand equity, engage the shopper (i.e., an individual in “shopping mode”), and lead him/her to make a purchase"

from the Grocery Marketer Association.

At Mercury Mambo, we define shopper marketing from a Latino POV.

Our definition is grounded in not only a deep understanding of shopper behavior, but more importantly grounded in an ownable, relevant insight that, when activated, has the power to motivate purchase.  This insight, in conjunction with a tactical knowledge of how to best reach/connect with our consumers when they are in the "shopper's mindset" (whether that be inside or outside the retail environment) and a keen understanding and partnership with Hispanic retailers are the components of a successful Hispanic Shopper Marketing program.

Not unlike in the general market, Hispanic Shopper Marketing programs have a tremendous potential to demonstrate a positive and possibly more immediate ROI.

Why?

1. The Hispanic space is less competitive. There is less noise to distract shoppers.
2. Hispanic retailers are often more open and flexible to shopper marketing partnerships

There are of course a few hurdles such as costly and limited to no syndicated sales tracking data and the necessity for sales and marketing to work hand-in-hand to ensure success.  In spite of these and other challenges, the wins are big and the potential for shoppers to become brand loyalist is much, much greater in the Hispanic market.