ISLAMABAD: Lowe & Rauf Pakistan has recently opened a “Shopper marketing” division in collaboration with Open Shopper marketing UK, Lowe’s international shopper marketing agency.
As the first mover in the category the new division has started to understand and practice shopper marking at retail level which is a growing phenomenon the world over and one that Lowe & Rauf will now be heralding in Pakistan.
According to Abbas Alam, Chief Strategy officer and head of shopper marketing division at Lowe and Rauf “there is a need for shopper marketing in Pakistan with the emergence of supermarkets and hypermarkets as a result of which behavior has been changing”.
“Earlier, shopping was a linear process done mostly by males who would take a shopping list, go to a store and make their purchase over the counter. Many decision are made at the stores. Shopping has become a family event as a result of which children sometimes become the influencers and then there is a difference in what people buy from a KIRYANA (traditional shop in Pakistan) and super market.”
According to the information available to TheNewsTribe, the primary role of the Shopper Marketing division will be to conduct brand research at the retail level, identify the problem and then propose a retail-focused strategy for creative and media departments.
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