One of the guiding tenets of Shopper is that it aligns brand and retailer strategies. Today, this is a given, and in fact it was the foundation of co-marketing, which preceded Shopper. Co-marketing, popularized by Chris Hoyt and others at the early 1990s, advanced the then-novel idea that brands and retailers should sit down at the table with a blank sheet of paper and work out a program that satisfied their mutual, long-term goals and objectives.
Category: RESEARCH REPORTS
RESEARCH REPORTS
RESEARCH REPORTS Who cares how Shopper is organized?
How people operate sometimes matters more
It’s not that it doesn’t matter how shopper marketing is organized, it’s that it doesn’t seem to matter. Shopper usually is organized in one of two ways: either as an enterprise-wise, cross-disciplinary initiative that is integrated with sales but is a function of marketing, or as a function of sales and category management.
RESEARCH REPORTS Saving shopper marketing
Can shopper marketing be saved?
Shopper marketing — or just plain Shopper — was introduced more than ten years ago and is firmly entrenched in the vast majority of consumer packaged-goods companies. Yet a rumbling is now rolling across the landscape that Shopper, for the most part, has failed to live up to its billing as a “third way” between sales and marketing. Rather than being the bridge that joins sales and marketing, it seems to be falling into the gulf that divides them.