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.
How is it planned?
Shopper is an objective-driven strategy that is planned on an annual basis and integrated into the annual commercial plan, ideally across a two-year horizon. The plan is based on a comprehensive analysis and alignment of brand and retailer business objectives, in combination with the careful integration of consumer and shopper insights.
How is it implemented?
Shopper is implemented in collaboration with the retailer’s merchandising and marketing group. Given that Shopper prioritizes initiatives that make it easier for shoppers to find and buy our brands, tactics often center on package, display, navigation, signage and environmental design. It also favors initiatives that extend the brand’s equities and tell its story beyond price reductions, and create engagement both in-store and through social and other digital media. Simplicity in design is essential, as initiatives must compete for attention in often cluttered retail environments.