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.
Sales must be integrated because it represents the primary interface with the retailers that collaborate in the development of Shopper plans. Category Management matters because retailers view everything that happens in their stores within a framework of product categories, not individual brands.
Some leading organizations structure Shopper on a cross-functional basis within the Sales department. However, according to our research, organizations that position Shopper as a function of the Marketing department achieve the best results. This is primarily because Shopper is essentially about bringing a shopper/retail focus to the brand strategy. Solid footing in brand strategy, within Marketing, is critical to Shopper’s success. Click here for further information on Shopper organization.