Shopper Marketing: Profiting from the Place Where Suppliers, Brand Manufacturers, and Retailers Connect

Book description

The shopper marketing methodology is a powerful, complete approach for satisfying target consumer demand at the point of maximum influence, and thereby driving consumers to purchase. It gives companies a far deeper understanding how consumers behave as shoppers, and leverages this intelligence across the entire supply chain to benefit all stakeholders: companies, brands, consumers, retailers, and shoppers.

Shopper marketing requires supply chain partners to smoothly integrate complex sets of marketing and sales tools, in order to engage shoppers, build brand equity, and persuade shoppers when they move into "shopping mode." Internally, it also demands deeper coordination of R and D, marketing innovation, operations, logistics, and distribution. It isn’t easy, but it offers remarkable, proven results that are virtually unachievable any other way.

In Shopper Marketing, three of the field’s pioneering innovators and consultants bring together state-of-the-art insights, strategic approaches, and supply chain execution methods for successfully employing shopper marketing initiatives throughout your organization.

Dan Flint, Chris Hoyt and Nancy Swift clearly explain what shopper marketing is, and why it is critical for marketers to master. They review each of its six objectives and eight foundational principles, demonstrating how to adapt and apply it in your environment, overcome obstacles, and systematically create value along your entire "path to purchase." Drawing on their unsurpassed consulting experience, they also assess emerging trends and their implications, helping you deepen customer loyalty, extend competitive advantage, and improve profitability for years to come.

Table of contents

  1. About This eBook
  2. Title Page
  3. Copyright Page
  4. Dedication Page
  5. Contents
  6. Foreword
  7. Acknowledgments
  8. About the Authors
  9. Introduction: What Is This Book All About?
    1. How Is This Book Structured?
    2. What Does the Landscape Look Like Today?
  10. 1. Shopper Marketing Overview
    1. A Brief History
    2. Shopper Marketing Defined
    3. Let’s See It!
    4. Eight Principles of Shopper Marketing
    5. A Process of Doing Shopper Marketing
    6. Interesting Findings from Research
    7. Endnotes
  11. 2. Who Is the Shopper Anyway?
    1. Learning about the Shopper
    2. The Home Depot Example
    3. Moments of Truth and Path to Purchase
    4. Who Is the Mutual Target Shopper?
    5. Shopping Modes
    6. The Concept of Customer Value (Shopper and Retail Customers)
    7. What Customers Value
    8. Interesting Findings from Research
    9. Endnotes
  12. 3. How Retailers Work
    1. The Realities of Retail
    2. Retail Objectives
    3. The Retail Organization—Who’s Involved?
    4. Retailer Tools to Advance Shopper Marketing Initiatives
    5. Solution Centers
    6. Loyalty Programs
    7. Retailer Metrics
    8. The Takeaway
    9. Interesting Findings from Research
    10. Endnotes
  13. 4. How Consumer Goods Manufacturers Work
    1. Fundamentals of Manufacturers’ Marketing Organizations
    2. Brand Marketing Fundamentals
    3. CPG Advertising Agency
    4. The Promotion Agency
    5. Typical CPG Budget Allocations
    6. Retailer Attitudes Toward Manufacturer Trade Promotion Dollars
    7. CPG Beliefs
    8. CPG Sales Department
    9. Sales and Views on Category Management
    10. Sales and Partnering
    11. How Shopper Marketing Is Changing Traditional Approaches
    12. Characteristics of a Best Practice Manufacturer’s Shopper Marketing Organization
    13. Interesting Findings from Research
    14. Endnotes
  14. 5. Opportunity Identification
    1. Opportunity Identification Process
    2. Socioeconomic Trends Analysis
    3. Brand Understanding
    4. The Brand Equity Pyramid
    5. Consumer Understanding
    6. Customer Understanding
    7. Shopper Understanding
    8. Shopper Success Index—SSI
    9. Situation Assessment Summary: Listing the Key Implications
    10. Right Targets
    11. Process for Identifying the Mutual Target Shopper
    12. Understanding Why Shoppers Buy or Do Not Buy Your Brands
    13. Right Insights
    14. Prioritizing Insights and Opportunities
    15. Initiative Value Assessment
    16. Insight Examples
    17. Methodologies for Developing Insights
    18. Interesting Findings from Research
    19. Endnotes
  15. 6. Strategic Planning
    1. Right Strategies
    2. Right Initiatives
    3. Developing the Plan
    4. The Shopper Marketing Customer Plan
    5. Interesting Findings from Research
    6. Endnotes
  16. 7. Execution
    1. Collaboration with Strategic Customers
    2. What Retailers Want
    3. The Initial Meeting
    4. Agreement on Priorities
    5. Final Approval
    6. Follow-up
    7. Common Subjects for Collaboration
    8. Working Well with Agencies
    9. The Strategic Brief
    10. Selecting Partners
    11. Evaluating Creative
    12. Reporting Results
    13. What Does Execution Success Look Like?
    14. A Few Lessons on Messaging
    15. Supply Chain Management
    16. Interesting Findings from Research
    17. Endnotes
  17. 8. Measurement
    1. Metrics and Shopper Marketing
    2. Expected Impact
    3. Endnote
  18. Part II: The Scholar’s View
    1. 9. What Do Academics Actually Do and How Do They Think?
      1. Philosophical Views and Eclectic Marketing Inquiry
      2. Eclectic Marketing Theory and Practice
      3. The Dilemma
      4. The Nine Philosophical Perspectives of Marketing Inquiry
      5. The Framework
      6. Dimension One: Reality/Mind Relationship
      7. Dimension Two: Treatment of Researcher’s Values
      8. An Overview of the Nine Perspectives
      9. Revisiting the Four Quadrant Matrix
      10. The EMTP Process
      11. Summary Comments on Eclectic Inquiry
      12. Endnotes
    2. 10. Exemplars of Shopper Marketing Relevant Academic Research
      1. Market Opportunity Analysis
      2. Core Concepts
      3. Specific Examples Beyond the Core
      4. Endnotes
    3. 11. Connecting Supply Chain Management to Shopper Marketing
      1. Retail Forecasting
      2. Retail Channel Execution
      3. Inventory Management
      4. Retail Customer Satisfaction and Loyalty
      5. Shopper Orientation
      6. Endnotes
    4. 12. Conclusion
      1. Internationalization
      2. Online Shopping
      3. Sustainability
      4. Endnotes
  19. Index

Product information

  • Title: Shopper Marketing: Profiting from the Place Where Suppliers, Brand Manufacturers, and Retailers Connect
  • Author(s): Daniel J. Flint, Chris Hoyt, Nancy Swift
  • Release date: May 2014
  • Publisher(s): Pearson
  • ISBN: 9780133481464