' Shopper marketing' is "a discipline that focuses on the customer experience and the customer journey." It focuses on the consumer's path to purchasing a product, from first being aware of the product, to consideration and through to the purchase of it.

Shopper marketing is a discipline that focuses on improving the shopping experience for consumers in order to drive sales both in-store and online at the point-of-purchase. This marketing discipline is different from traditional advertising and promotion.

Shopper marketing is an approach that implies enhancing consumers’ shopping experience at the point of purchase. It aims to analyze customers’ buyer journey and increase engagement across all stages.