There is no question that shopper insights is becoming the primary driver of the collaborative process between consumer products companies and their retail customers while shopper marketing will become an increasingly important component of a brands marketing mix. However, shopper marketing is not an end-all by itself. Some are saying Shopper Marketing should be integrated into the traditional category management process while others are saying Shopper Marketing is the Holy Grail of the future. We say it is simply one component of a fully integrated business management process designed to build retailer and CPG manufacturer brand equity and enhance the effectiveness of the shopping experience. It can be an important go-to-market strategy for some companies and less important to others. Where and how it fits in a company depends on the importance of a company’s brands to the marketplace, the category and the retailer; brand consumer positioning; how to best influence consumer purchase behavior; available resources and a number of other factors.

 

Shopper Insights is Knowledge that Feeds Three Activation Points

 

In practical terms, shopper insights is knowledge that feeds three activation points. These activation points are shopper merchandising, shopper marketing and consumer marketing. Each of these activation points plays an important role in the total marketing mix.

 

 

Shopper Insights Definition
We define shopper insights as any insights necessary to understand the shopping experience including shopper need states, shopping occasions, shopper behavior in-store, drivers behind the purchase decision at the shelf and reaction patterns to particular in-store stimuli.

 

Shopper Merchandising Definition

We define shopper merchandising as improving the shopping experience through better assortment, shelf/ plan-o-gram aligned with shopper needs, fixture design, shopper communication and displays…the realm of category management

 

Shopper Marketing Definition

We define Shopper Marketing as the employment of marketing stimuli, developed based on a deep understanding of shopper behavior, designed to build brand equity and/or store banner equity, engage the shopper and lead him/her to make a purchase

 

Consumer Marketing Definition

Our Consumer Marketing definition includes product development, packaging communication,

pre-store marketing and direct  to Consumer promotion

 

WWA’s  “Best Practice” Approach

A few companies appear to be doing it right, some are heading in the right direction but have a long way to go while most are moving forward with misdirected transformation initiatives or just trying to figure out where and how to start.  Outlined below is WWA’s proven “Best Practice” approach, an approach that begins with development of the Vision, Goal and Strategy…

 

 

Defining the Vision, Goal and Strategy as the first step is a must as it ensures proper positioning within the total marketing mix and the highest return on investment.

 

Challenges Faced During the Development Cycle

Most manufacturers experience the following challenges when evolving through the scaling and culturally embedding stages of the development cycle.

The biggest challenge, while in test market or beyond test market, is how to convert shopper insights into actions that deliver measurable return on investment.