Making brands easier to find and buy is the defining purpose of Shopper. As such, Category Management — which focuses on category organization — is part of Shopper. It is also the framework retailers use to organize their operations, which must be fully considered.
Category: SHOPPER DIY
SHOPPER EXPLAINED
SHOPPER EXPLAINED What is Shopper and why does it matter?
Three things everyone should know about Shopper
Shopper Marketing is a long-term business strategy that aligns brand and retailer business objectives, and integrates consumer and shopper insights. Its primary purpose is to make it easier for shoppers to find and buy our brands. It also surprises, delights and excites shoppers by reflecting their lifestyle and elevating their sense of “discovery” while shopping.
ORGANIZATIONAL DESIGN How should Shopper be organized?
A cross-functional design is critical
Shopper requires a new kind of organizational design for a number of reasons. First, and most important, the organization must support Shopper as a cross-functional brand strategy that aligns and integrates Marketing, Sales and Category Management.