Map the shopper path to purchase for a defined mission and identify its key decision moments.
Marketing & Sales
Shopper Marketing and Point-of-Purchase Design
Design shopper marketing campaigns and point-of-purchase displays that convert in-store and online browsing into purchase, from path-to-purchase mapping to effectiveness testing.
🗓️Duration5 training days
📚Content4 modules · 8 sessions
🎓On completionAccredited attendance certificate
About the programme
Course Overview
Most purchase decisions are still made close to the point of sale, yet many marketing teams plan above-the-line campaigns without a matching plan for the moment a shopper stands in front of the shelf or scrolls a product listing page. This course trains shopper marketers, trade marketing executives and retail marketing agencies to map the shopper path to purchase, identify the trigger moments that change a decision, and design point-of-purchase materials and digital shelf content that work at each one. Participants build shopper missions and path-to-purchase maps for specific retail formats, design secondary displays and point-of-sale materials against a retailer's compliance rules, and adapt shopper activation for online grocery and marketplace listings. The course also covers measuring point-of-purchase effectiveness through controlled trials and in-store audits. Teaching combines path-to-purchase workshops, display design critique and case discussion of activations that worked and failed, so participants leave able to brief, design and evaluate a shopper marketing campaign from insight to in-store execution.
Expected Learning Outcomes
Segment shopper missions such as top-up, stock-up and impulse to tailor activation by occasion.
Brief point-of-purchase materials that address a specific shopper barrier or trigger.
Design secondary displays and shelf-edge materials that meet retailer compliance guidelines.
Adapt shopper marketing principles to online grocery listings and digital shelf content.
Design a controlled trial to measure the sales uplift generated by a point-of-purchase activation.
Audit in-store execution against an activation brief and recommend fixes for compliance gaps.
Who Should Attend
Shopper marketing and trade marketing executives at consumer goods manufacturers.
Retail marketing agency staff who design point-of-purchase and in-store campaigns.
Brand managers extending above-the-line campaigns into in-store activation.
E-commerce merchandising teams adapting shopper marketing to digital shelf listings.
Field marketing managers responsible for in-store execution and compliance audits.
Retailer marketing teams collaborating on joint shopper activation programmes.
Course Modules
Select any module to see its sessions and points.
01Shopper Behaviour and Path-to-Purchase Mapping
2 sessions · 8 points
Session 1Understanding Shopper Missions and Decision Moments
- Segment shopper missions such as top-up, stock-up, impulse and destination trips by occasion.
- Map the path to purchase from trigger through to purchase and post-purchase experience.
- Identify the decision moments within a path to purchase where activation has most influence.
- Distinguish planned purchases from in-aisle decisions to prioritise activation spend.
Session 2Shopper Research Methods and Insight Generation
- Apply shopper research methods including store observation, eye tracking and shop-along interviews.
- Translate shopper insight into a barrier-and-trigger framework for a specific category.
- Combine shopper insight with category and loyalty data to prioritise activation opportunities.
- Brief a shopper insight study that answers a specific in-store or online activation question.
02Point-of-Purchase Design and Display Development
2 sessions · 8 points
Session 1Designing Point-of-Purchase Materials
- Brief point-of-purchase materials that respond to a named shopper barrier or trigger moment.
- Apply design principles for shelf-edge, aisle-end and secondary display materials.
- Balance brand guidelines with retailer compliance rules when designing in-store materials.
- Prototype point-of-purchase concepts and pre-test them with target shoppers before production.
Session 2Secondary Displays and Retailer Compliance
- Design secondary display units that fit retailer footprint, format and safety requirements.
- Prepare a compliance pack that helps store teams install and maintain a display correctly.
- Negotiate secondary siting placement and duration with retail buyers and store managers.
- Plan display logistics and replenishment to sustain activation quality throughout a campaign.
03Digital Shelf and Online Shopper Activation
2 sessions · 8 points
Session 1Shopper Marketing on the Digital Shelf
- Adapt path-to-purchase principles to online grocery listings and marketplace product pages.
- Optimise digital shelf content including imagery, copy and badges for conversion.
- Design online activation such as banners and recipe content for basket-building occasions.
- Coordinate in-store and online activation timing for a consistent shopper campaign.
Session 2Retail Media and Onsite Activation Integration
- Align point-of-purchase activation with retail media placements for the same campaign period.
- Brief onsite retail media creative that reinforces in-store shopper marketing messages.
- Evaluate when online activation should lead or follow in-store display timing.
- Track online conversion metrics alongside in-store sell-through for the same activation.
04Measuring and Governing Shopper Marketing Effectiveness
2 sessions · 8 points
Session 1Testing and Measuring Point-of-Purchase Impact
- Design a controlled trial comparing stores with and without a point-of-purchase activation.
- Calculate incremental sales uplift and payback for a shopper marketing investment.
- Separate the effect of display placement from the effect of any accompanying promotion.
- Report activation results in a format that supports future retailer negotiation.
Session 2In-Store Execution Audits and Continuous Improvement
- Audit in-store execution against an activation brief and score compliance by store.
- Diagnose common causes of poor execution such as late delivery or store team disengagement.
- Feed audit findings back into future briefs to improve display design and instructions.
- Build a post-campaign review process that captures lessons for the next activation cycle.
What the participant receives
4 course modules
A structured syllabus
8 training sessions
across 5 days
32 detailed points
Applied, detailed content
Accredited attendance certificate
On completing the programme
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