Momentum unveils shopper marketing service for Japan

According to a statement from Momentum in Japan, the initiative’s chief aim is “to provide practical shopper marketing services at a reasonable cost, making shopper marketing more accessible to companies”.

The agency claims that as a point of difference, the service focuses on analysing the way in which purchases are made, rather than simply analysing consumers themselves.

Kazumi Fujieda, Momentum’s shopper solution excellence director justified the approach by pointing out that individuals’ behaviour as consumers “changes frequently”. He said the service would help clarify “how shoppers are purchasing” on a daily basis and identify “opportunities for additional purchases”.

In addition, the so-called ‘opt-out analysis’ feature aims to identify potential sales opportunities by examining why a purchase was not completed.

The approach will help improve the accuracy of in-store strategies, maximise the potential for learning from campaigns and help manufacturers increase the persuasiveness of their in-store marketing, the statement said.

Rather than encouraging price-cutting, emphasis will be placed on “value creation-type merchandising” and “two-second point-of-purchase communication”. The service will help clients achieve stronger connection with shoppers through the application of behavioural science and cognitive psychology.

Fujieda added that the service would fill a gap in the Japanese market by delivering execution based on research. The current offerings were more conceptual, he said. “There are methodologies for research, but how these lead to execution is still unclear.”

In May this year, Momentum Worldwide appointed Michael Robinson as regional shopper marketing practice lead.