Brand groups must be re-designed to bring a shopper focus to the brand strategy. This requires establishing a Shopper function within Marketing that is simultaneously brand- and retailer-facing. This will ensure that the brand strategy is fully aligned with the shopper’s behavior within specific retailers.
Category: SHOPPER DIY
ORGANIZATIONAL DESIGN
PLANNING & BUDGET What is the Initiative Value Assessment?
And why is is so important?
A Initiative Value Assessment (IVA) helps determine the extent to which a given retailer is likely to support your initiative, and allows you to adjust priorities as needed. It scores the value of a Shopper initiative based on five customer needs that are weighted based on importance to each individual retailer (in other words, the weighting will change from retailer to retailer).
SHOPPER ORGANIZATION Why is Marketing critical to Shopper?
Bottom line: Follow the money
Shopper ultimately is about how consumers behave as shoppers — why they shop, when and where they shop and how they decide which brands to bring into their homes. This type of understanding, based on research, is fundamentally Marketing expertise.
PLANNING & BUDGET What are insights and how do you find them?
Connecting dots between opportunity & strategy
Shopper insights evolve from research and provide a basis to identify opportunities and corresponding strategies. They are the links between your understanding of your consumers as shoppers and the reasons they shop at the stores they do.
PLANNING & BUDGET Do you know who your shoppers are?
They're not the same as your consumers
Shopper Identification is the second step. This is a matter of finding the overlap between your brand’s highest-potential consumers and the retailer’s most loyal — and profitable — shoppers. It requires an understanding of the difference between a consumer and shopper, as well as why those individuals buy your brands, or not.