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

5. Opportunity Identification

Given the foundation provided in the background of shopper marketing, who shoppers are, and how retailers and manufacturers operate, you are now ready to dig into the four-stage process of shopper marketing management. The first stage is opportunity identification and the one we cover in this chapter. All four are shown in Figure 5-1.

Figure 5-1 Four phases of the shopper marketing process.

The difference between best-in-class shopper initiatives and best-in-class promotion initiatives is that with best-in-class shopper initiatives, business-based insights drive the agenda, whereas with best-in-class promotion initiatives, ...