|
For an "area" that did not even exist three years ago in most companies this is certainly a booming priority for most manufacturers and retailers.
Although most retailers (and manufacturers) have different needs, understanding their shoppers is now priority number one wherever we go.
Interestingly, like category management, no two retailers (or manufacturers) are doing it the same way. To me that's a good thing, since this allows for a workable system of checks and balances between competing retailers and manufacturers.
|
|
In general Shopper Marketing is something our clients embrace. Return on Customer is significantly improved when shopper marketing is included in the overall strategy. One of the biggest obstacles to achieving Shopper Marketing success is the committment to seeing that strategy effectively implemented. many clients see it as too revolutionary/too distant from their comfort with traditional advertising strategies.
|
|
I work exclusively with Fortune 100 companies consulting on marketing management issues (procurement, compensation, incentives, benchmarking, etc.). None of them have taken on Shopper Marketing in any meaningful way.
|
|
This is a relatively new environment but the future looks good as long as there is an adherence to control.
|
|
This survey appears to be interchanging the terms shopper promotion, shopper incentivizing and shopper marketing. These disciplines, where not exclusively independent of one another, are not one in the same.
|
|
It's just getting started
|
|
Have a look at our website www.modstream.com to under the importance of shopper marketing in our organization.
|
|
In France, trade marketing nead trade promotions. Category management means merchandising. Shopper marketing is a new concept, which means "consumer marketing".
We are coming back, as in the US, to the ethnography. A revolution. Consumer insights. Poor Levitt. They are no more myope, they are blind!
|
|
Too many retailers just can't seem to grasp the notion that the consumer is now in control. They hate it and don't want to embrace it. If we could find methods to work together for the benefit of the human being we are speaking to--pre and in-store, we would see real change. It's coming!!!
|
|
The discipline is is flux, many agencies are pitching compentencies they can't deliver against.
Companies need to collaborate with agencies to develop collaboration with internal resources and work out processes that are effective to leverage the smart data that exists both internally and within the smart agency environments.
|
|
it's the buzz
|
|
To give it more importance, we "rebranded" some of the sales function but that was the biggest change for mosy.Also, it is a pity to realsie that traditional agencies have not moved an inch on the topic in 15 years - apart from mirroring advertisers "silos" and parallel networks : this is especially true from agency creatives who still view the retail environment as dirty and rough - but most of them never come along on store checks anyway
|
|
|
|
Sorry, can't discuss
|
|
Shopper research is best when thought of as an investment so time & resources aren't wasted on tracking ROI so much. Measure what's quickly measured and impacted and move on. Think stratgically what you want it to do for your Sales organization & Retailer partnerships.
|
|
We are a B2B company, but we compete for the customer's wallet like a B2C company, so this concept applies. Distribution is not an issue, however.
|
|
The biggest struggle is with existing retail practices that reward and focus on the buy rather than sales improvement.
|
|
no
|
|
It's like sex in high school, everyone talks about it - very few do it well.
|
|
Executives focus too much on media rather than the media consumption of their customers. So, an exec may say, "we have a multi-channel media plan," when they should be saying, "we can dialog with the customer in their preferred formats." It's a 180 shift that too many retailers just don't get.
|
