Draftfcb launches shopper marketing practice in Indonesia

Indonesia has experienced dramatic changes in the retail landscape and seen more discerning consumers. Amongst the most exciting changes in marketing practice is the art and science of influencing shopper behaviour. Marketers have realised that classical above-the line communication has its limitations when it comes to the critical point of sale.

To meet the need of Marketers in Indonesia to, Draftfcb will maximise the potential of their brands in the all-important point of purchase.

In Jakarta, the specialist shopper marketing team is headed by Imperia Oktabrinda, who has more than four years experience in this specialist area. Local knowledge of the consumers and the retail landscape, as well as best practices from the Draftfcb’s global network, will provide clients with the state of the art in this practice adapted to the realities of the market, according to the agency.

During her two-day tour, Manikas also gave a presentation on the importance of mapping the shopper’s journey and maximising sales through creative and relevant ideas that assist the shopper in making a decision. “To succeed, marketers need to understand what motivates people at key points of persuasion in order to frame new and insightful ways to transform human behaviour,” she said.

Brands Draftfcb handles in Indonesia include Oreo, Kraft Cheese, TUC, Nivea and Zwitsal Baby Care from Unilever.