We’ve been hearing the phrase “shopper marketing” a lot lately. Which appears to be how industry professionals now talk about the difference between consumers and shoppers. In other words, it’s another way to categorize buyers, what they buy and why.

There are some familiar stats floating around in this “shopper marketing” talk, too. For example, did you know that 70% of brand selections are made in stores? Or that loyalty is down to just 5% for many brands? These are numbers we’ve seen before.

Whatever you choose to call it and however you slice and dice the retail numbers, the obvious conclusion is that your brand has to stand out more than ever on shelf. Product quality and packaging concepts matter. Your brand story has to resonate longer than your most recent advertising campaign. Not to mention more relevant.

We’ve created a few of the success stories to take off in Walmart and Target stores. And we’ve gotten Shelf Kicker™ results by remembering that successful brands speak to the lives of people. Does what we call them after the fact matter so much?