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.
Category: SHOPPER EXPLAINED
SHOPPER EXPLAINED
SHOPPER EXPLAINED Is Shopper the same as Category Management?
In a word: No.
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.
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.