Overall, Shopper trend lines have remained steady since our previous survey, in 2014. However, several shifts are worth noting, in particular that “internal communications” is now seen as the top impediment to Shopper success (57%). Previously, “conflicting sales, marketing and retailer objectives” was viewed as the number-one problem (64%).
Category: RESEARCH REPORT
RESEARCH REPORT
RESEARCH REPORT What does the future hold for Shopper?
Internal communications is the chief obstacle
Seventy-three percent say that interest in Shopper is growing. Fifty-percent see Shopper budgets increasing, while 40% see them remaining the same and 10% foresee a decrease. Nearly one-third say they have no established budget for Shopper.
RESEARCH REPORT Is there a career path in Shopper?
Apparently, there is not
An overwhelming majority of 78% says Shopper has no established career path within their organizations. A plurality of 44% rate their Shopper training as only “average,” with 30% evaluating it as “very good” and just 5% as “excellent.” Twenty percent rate their training as “not so good” or “poor.”
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.
RESEARCH REPORT Who is succeeding and why in Shopper?
A cross-functional strategy is key
Overall, our survey respondents are positive about the success of their Shopper initiatives, with 48% rating results as “good,” 32% “very good” and 4% “excellent.” Fifteen percent evaluate results as “not so good” and two percent “poor.”