#1: The Triple Win. The misperception is that Shopper is a blunt instrument. In fact, Shopper sits, with agility, at the intersection of the brand, the retailer and the shopper. Big retailers have incredible information about, and insights into, how people shop, which provides powerful tools to brand marketers.
For example, Shopper has data that helps brands talk to the mother of a child under one, understanding that she’s in survival mode and needs simple sustenance, not complex recipes. Shopper is equipped to talk to a wide variety of consumers, across multiple dimensions of their needs under any number of occasions.
#2: The Meaning of Shopper. Shopper is often equated with Sunday circulars and other promotional tactics that aren’t even part of its portfolio. In a true Shopper initiative, the brand and retailer have common objectives and win equally. In fact, some programs favor the retailer and others, the brand. But Shopper, by definition, is collaborative, and it works best when it builds on brand attributes and messages at each stage of the shopper journey.
For example, one of Pace salsa’s attributes is its versatility. This enables a Shopper message of “host’s best friend,” meaning Pace is good to have on hand for unexpected guests, for example. Shopper is about presenting the right set of values at the right time. The brand’s classic, iconic advertising message featuring cowboys would be less relevant in the shopping moment.
#3. A Unifying Idea. Rigid, headline-based, themed events don’t have traction anymore. Retailers, especially the bigger chains, usually are more interested in their own platforms than the brand’s. A flexible, style-guide approach, based on a unifying idea, is a more effective approach. So, a unifying idea of Pace salsa as “versatile” enables it to present a Taco Night message at Walmart; breakfast at Safeway; and chips and dip at Kroger.
#4. Letting Go. It’s imperative to learn how to adapt and flex the brand. The desire for consistency should not lead to “matching luggage” lockstep, where everything looks, feels and says the same thing everywhere. While having one brand and one set of brand values is important, it’s just as important to make sure that the right set of values is communicated at the right time and place.