1. How important is Shopper Marketing perceived to be in your company or client at present?
Response Percent
Response Total
Extremely important . Our top priority for 2007
20.4%
34
Important. One of our top 5 priorities for 2007
49.1%
82
Moderately important. We're seriously considering it
20.4%
34
Not important. Too many other priorities
4.8%
8
Mixed. A lot of the rank and file know it's important but senior management has yet to get it
3%
5
Don't know. Don't understand it well enough to answer
0%
0
Other (please specify):
2.4%
4
Total Respondents
167
(skipped this question)
0
2. What are the barriers to the success of the Shopper Marketing discipline in your company or client? (Pick all that apply)
Response Percent
Response Total
Lack of top management understanding or commitment
23.5%
39
Lack of a commonly understood Shopper Marketing definition within your company (or client)
41%
68
Traditional view of anything to do with retail as "tactical."
38.6%
64
Lack of resources (human, financial, and data)
37.3%
62
Differences in levels of retailer preparedness, understanding, and ability/ willingness to execute
43.4%
72
Silo'd organization -- marketing not involved or interested in retail
23.5%
39
All of above
7.2%
12
Other (please specify):
6%
10
Total Respondents
166
(skipped this question)
1
3. What changes, if any, has your company made to overcome these barriers? (pick all that apply)
Response Percent
Response Total
Reengineered to assure close internal and external collaboration and alignment across departments on Shopper Marketing initiatives (Marketing / Sales / Promotion / Agencies, etc.)
28.8%
44
Put Marketing Execs on key retailer account teams
22.9%
35
Established a separately funded, dedicated Shopper Marketing function
20.9%
32
Assured funding for Shopper Marketing initiatives via a corporate tax or other form of dedicated funding
7.8%
12
Required that Shopper Marketing initiatives are now an integral part of the annual brand planning process
39.2%
60
Changed incentives to align Marketing and Sales objectives
17%
26
Provided specialized training and education on Shopper Marketing via outside experts
22.9%
35
Changed or added promotion agencies because of their expertise in Shopper Marketing
22.9%
35
Added promotion agency representation to certain key account teams
9.2%
14
Other (please specify):
15.7%
24
Total Respondents
153
(skipped this question)
14
4. Based on your experience in your company or client, which factors are most important to becoming an effective shopper-centric organization? (pick all that apply)
Response Percent
Response Total
Clear understanding of what Shopper Marketing is and is not
52.1%
86
Clear understanding of why understanding one's target consumers as "shoppers" --as opposed to just "consumers" -- is important
73.9%
122
Top management commitment & support and a corporate view that Customer Marketing is now equally as important as Consumer Marketing
64.8%
107
Marketing Dept. understanding of the strategic potential of Retail & pro-active participation in developing Shopper Marketing initiatives
55.2%
91
Having a Promotion Agency that understands Shopper Marketing
23.6%
39
Promotion Agency representation on cross-functional teams
13.3%
22
Significantly increased internal collaboration among all Shopper Marketing stakeholders
35.8%
59
Sufficient dedicated resources (human, financial and data)
46.7%
77
Conducted retailer-specific focus groups or intercepts
21.8%
36
Had agency creatives visit the account to include account strategy and creative feel in the solution
16.4%
27
Other (please specify)
5.5%
9
Total Respondents
165
(skipped this question)
2
5. What does Shopper Marketing "Success" look like in your company or client, in terms of hard benefits? (pick only one)
Response Percent
Response Total
Improved Sales
42.7%
70
Improved Share
13.4%
22
Improved Trial
3.7%
6
Improved Loyalty
18.3%
30
Improved ROI
17.7%
29
Other (please specify)
4.3%
7
Total Respondents
164
(skipped this question)
3
6. What does "Success" look like in terms of soft benefits? (pick only one)
Response Percent
Response Total
Improved retail customer relationships
30.2%
49
Clearer brand message at point of sale
22.2%
36
More control of the retail environment
14.8%
24
Better meeting Shoppers' needs
31.5%
51
Other (please specify)
1.2%
2
Total Respondents
162
(skipped this question)
5
7. Is ROI on Shopper Marketing initiatives better or worse than the ROI you get on traditional trade spending?
Response Percent
Response Total
Better, by 50% - 74%
45.3%
68
Better, by 75% - 99%
14%
21
Better, by 100% - 124%
4%
6
Better, by 125% or more
3.3%
5
Worse
7.3%
11
Other (please specify)
26%
39
Total Respondents
150
(skipped this question)
17
8. Do you have any additional comments on the subject of Shopper Marketing as it is practiced in your company or clients?
