Training: Sixty-four percent of ‘excellents’ (i.e., those who say they excel at Shopper) report that they received their shopper-marketing training through formal company training programs, while only 22 percent of the ‘not-so-good/poor’ group did. Even more important is the quality of training: Only 3.6 percent of the ‘not-so-good/poor’ respondents rate the training they did get as excellent, compared to 50 percent of the ‘excellents.’
Path-to-Purchase Scope: Ninety-two percent of the ‘excellents’ use a total path-to-purchase approach versus ‘not-so-goods/poors’ at 62 percent. In fact, 38 percent of the ‘not-so-goods/poors’ view shopper marketing as in-store only.
Finds Retailer’s Marketing Department Most Helpful: While it is commonly recognized that the retailer’s merchandising department generally has the final say in what shopper-marketing programs will be accepted, our ‘excellents’ broke from the group when asked who is most helpful in getting shopper programs accepted and/or executed. Where only 37 percent of all respondents named the marketing department over the merchandising department as most helpful, more than 71 percent of the ‘excellents’ felt that the retailer’s marketing department was more helpful.