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  • Actionable In-Store Marketing

  • 1. Course Introduction
    • 1.1   Course Introduction
  • 2. Consumer & Shopping Journey
    • 2.1   Consumer & Shopping Journey
  • 3. Why Understanding Shoppers is important?
    • 3.1   The reality on reflecting shopper understanding
    • 3.2   The 4 trends impact to shopping
  • 4. The approach of this course
    • 4.1   The approach of this course
  • 5. In-Store Marketing Framework Introduction
    • 5.1   In-Store Marketing Framework Introduction
  • 6. Phase 1: PRE-SHOP
    • 6.1   Shopper Profile
    • 6.2   Shopping Mission
    • 6.3   Strategies to Win
    • 6.4   Mission key to Store choice
    • 6.5   Handout 1
  • 7. Phase 2: DURING-SHOP (P1)
    • 7.1   The 7 truths about shopper behavior in store
    • 7.2   In-Store Marketing Framework
    • 7.3   Handout 2
  • 8. Phase 2: DURING-SHOP (P2)
    • 8.1   CATCH Shopper attention: Overview
    • 8.2   CATCH Shopper attention: Location (P1)
    • 8.3   CATCH Shopper attention: Location (P2)
    • 8.4   CATCH Shopper attention: Merchandising
    • 8.5   Handout 3
  • 9. Phase 2: DURING-SHOP (P3)
    • 9.1   CONNECT to shopper mind: Attract - Engage - Smell
    • 9.2   CONNECT to shopper mind: Example
    • 9.3   CONNECT to shopper mind: Packaging
    • 9.4   CONNECT to shopper mind: Call to Action
    • 9.5   Handout 4
  • 10. Phase 2: DURING-SHOP (P4)
    • 10.1   CONVERT shopper to our brand promotion (P1)
    • 10.2   CONVERT shopper to our brand promotion (P2)
  • 11. Phase 3: POST-SHOP
    • 11.1   Phase 3: POST-SHOP
  • 12. Phase 4: Bonus - Growing Toothbrush case study
    • 12.1   Phase 4: Bonus - Growing Toothbrush case study
    • 12.2   Handout 5 (End)


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Buổi 7 - Phase 2: DURING-SHOP (P1)

In-Store Marketing Framework


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