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Shopper marketing uses retail and digital touchpoints to help people move from discovering a product to considering and buying it. This guide turns the idea into a practical infographic framework: map the shopper’s journey, show which tactics fit each stage, and connect activity to business outcomes. The title “Shopper Marketing Infographic 2” does not identify a specific published graphic, so this is an educational guide rather than a description of a particular asset.
What shopper marketing means
Shopper marketing applies marketing to the context in which people shop, with the aim of influencing consideration and purchase across physical stores and online retail. A 2026 CPG guide describes it as using data-driven strategies at the retail point of sale. That conversion-oriented emphasis is distinct from brand marketing’s longer-term awareness role, but the two can reinforce each other: shopper activity can support brand goals while also addressing retailer and category priorities. Source
In practice, shopper marketing is not limited to the checkout or a store aisle. It can include retailer search results, a social post that leads to a product page, an in-store demonstration, or an offer in a retailer’s loyalty app. The useful question is how each interaction answers a shopper need and helps advance the path to purchase.
How to lay out the infographic around the shopper’s journey
Use journey stages as the main visual structure, then layer tactics and channels onto each stage. The stages below are a practical framework, not a universal industry taxonomy.
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| Journey stage | Shopper’s likely need | Example touchpoints and tactics |
|---|---|---|
| Discovery | Notice a product or identify an option | Social and creator content, search, store visibility, retail media |
| Consideration | Understand features, compare options, or find reassurance | Product information, reviews, retailer search, comparisons, shoppable content |
| Purchase | Choose where and how to buy, then complete the transaction | Shelf and point-of-purchase communication, demonstrations, coupons, checkout touchpoints |
| Post-purchase and loyalty | Use the product, decide whether it met expectations, and consider buying again | Loyalty-app promotions and repeat engagement |
Discovery can happen in a social feed, a retailer’s search results, or a physical store. Circana’s September 2026 advertiser guidance describes discovery as increasingly distributed across social feeds and other channels; treat that as a current directional observation, not a rule that applies to every shopper or category. Circana
A second visual layer can distinguish physical stores, retailer-owned digital properties, and social or other third-party digital channels. Shopify’s retail journey guide gives examples such as app browsing, curbside pickup, QR scans, and social advertising. Shopify
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What the numbers say about recent shopping behavior
Recent Circana survey results illustrate why an infographic should show more than a single store visit. They describe particular survey populations and periods; they are not global or year-round benchmarks.
- Holiday timing: Circana’s Annual Holiday Survey, reported in its September 2026 guidance, found that 48% of consumers browsed before Thanksgiving in 2025 and 44% planned to shop earlier overall.
- Online and mobile use: The same survey found that 81% shopped online during the 2025 holiday period and 47% used a smartphone to browse and buy.
- AI recommendations: Circana’s March 2026 Shopper Survey found that 25% of consumers used an AI recommendation to purchase a CPG product.
The holiday figures refer to the 2025 holiday period, while the AI result concerns CPG purchasing in a March 2026 survey. They support including online, mobile, and newer discovery routes in a planning map; they do not show that every shopper follows the same route. Circana holiday guidance Circana shopper survey
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A map should represent the shopper’s experience, not simply reproduce the company’s internal process. Shopify’s retail journey-mapping guide recommends combining touchpoints with shoppers’ needs, motivations, emotions, and pain points. Elise Dopson, author of that guide, writes: “A retail customer journey map plots every customer interaction a shopper has with your brand, from their initial discovery on TikTok to in-store checkout.” The article was published July 29, 2025. Shopify
- Set the goal and scope. Decide which decision the map should inform, which product or category it covers, and whether it follows a particular audience or shopping occasion.
- Gather quantitative information. Bring together relevant measures of customer behavior and channel use rather than relying on assumptions about how people shop.
- Add qualitative insight. Use customer feedback to understand motivations, feelings, and barriers that numbers alone may not explain.
- List the touchpoints. Include relevant interactions across stores, retailer websites and apps, social channels, and other parts of the journey.
- Identify needs and friction. At each touchpoint, note what the shopper is trying to do, what helps, and what makes progress harder.
- Visualize the evidence. Shopify suggests starting with paper and pencil or a large whiteboard, then making the map clear enough to discuss and update.
For a graphic comparing tactics, use the same labels for each example: journey stage, physical or digital channel, shopper need, retailer or brand objective, available evidence, and business outcome to measure. This makes unlike executions easier to compare without implying that one tactic belongs in only one stage.
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How to measure whether activity is working
Choose measures that match the objective and the point in the journey. Discovery activity and purchase activity do not necessarily answer the same business question, so a single reach figure is not a complete assessment of sales impact.
- Connect channel activity with relevant business outcomes rather than treating reach or impressions alone as proof of sales impact.
- For a promotion, CPGAgent’s vendor-produced guide describes measuring incremental sales lift against a matched control group. This is one recommended approach, not a universal standard or a guarantee of causal results.
- Consider how activity across retail media, ecommerce, physical stores, and creator marketing relates to the outcome being evaluated. Circana’s September 2026 guidance recommends connecting measurement across those channels.
The available guidance does not establish one universally accepted ROI metric, effect size, or best-performing shopper-marketing tactic. Select a measurement approach that fits the campaign and be clear about what the evidence can and cannot show.
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