Darren Serrao, former head of innovation at Campbell Soup, and now Chief Growth Officer of ConAgra, says that “innovation is about creating long-term, sustainable growth through differentiated solutions that bring new meaning and value to consumers.”
Author: T M
CONFAB REPORT
RESEARCH REPORT Shopper beyond the water’s edge
How does shopper look outside the US?
Fifty-two percent of US Shopper organizations report to Marketing, versus 43% outside the US. Significantly more report to General Management outside the US (27%) compared to the US (8%). In the US, 70% position Shopper as “cross functional strategy that collaborates with Marketing,” relative to 50% outside the US. Thirty-percent position Shopper as a function of “category management or sales,” versus 50% outside the US.
PLANNING & BUDGET What is a Shopper opportunity?
Every interaction can touch emotions
Identifying Shopper opportunities depends on business-based insights that consider brand and retailer objectives in tandem, and how those interests align with the consumer’s. While the overarching goal is to trigger favorable purchasing decisions when the consumer is in shopping mode, the scope is much larger, as it includes creating positive brand experiences at every touchpoint, regardless of whether a transaction is involved.
SHOPPER EXPLAINED How is Shopper organized?
True Shopper is cross-functional
Shopper must be fully integrated throughout the organization, because consideration of how and why shoppers decide what to buy is critical to the success of our enterprise in total. Shopper functions as part of the marketing department, with integrated, cross-functional brand teams composed of Sales, Marketing, Insights, Category Management and Shopper managers, who are dedicated to long-term collaboration with a select group of retailers.
BRAND X JOURNAL Wegmans-mania!
Bigger than the Beatles?
The Wall Street Journal: “Across the U.S., grand openings of specialty grocery chains such as Whole Foods Market, Stew Leonard’s and Wegmans Food Markets Inc. are attracting customer hordes … By 7 a.m., roughly 2,000 people had swarmed a shopping center in Hanover, N.J., to mark the arrival one Sunday this summer of a Wegmans and its exotic cheeses and hen-of-the-woods mushrooms.” Robin W. Dente, community-affairs coordinator for the township comments: “It reminded me of when the Beatles came to America.”