Part 1: Definition: what is shopper marketing? 1. Science of shopping 2. Point of view on shopper marketing 3. Shopper marketing: the discipline, the approach 4. Seven steps towards effective shopper marketing 5. Bringing shopper into category management 6. Illogic inside the mind of the shopper 7. For shoppers there''s no place like home 8.

Shopper mega-trends: health, wellness and the environment 9. Understanding shoppers'' complex decisions 10. The three shopping currencies 11. Making your brand part of a shopper solution Part 2: Strategy: how to approach shopper marketing 12. Connecting, engaging and exciting shoppers 13. Tailing your shoppers: retailing for the future 14. Retail media: a catalyst for shopper marketing 15. Integrated communications planning for shopper marketing 16.

The conversion model for shopper research 17. In-store measurements for optimizing shopper marketing 18. The missing link: turning shopper insight into practice 19. Capitalize on unrealized demand among shoppers 20. The loyalty ecosystem within your shopper environment 21. Overcoming common mistakes in shopper-centric retailing 22. Touching the elephant 23. Marketing as a crucial part of retailer partnership 24.

Collaborating to ensure shopper marketing execution 25. Putting the shopper into your marketing strategy Part 3: Execution: what is shopper marketing in action? 26. Increasing shopper marketing profitability with innovative promotions 27. Nestlé Rossiya, Russia 28. Using emotional insight in shopper marketing 29. Winning shoppers with cause marketing 30. Tesco Fresh & Easy, USA 31. Shopper-oriented pricing strategies 32.

Packaging can be your best investment 33. Six principles to drive effective packaging 34. How to maximize ROI with package promotions.