Build a Shopper Marketing Model and Strategy

When facing how to approach a Shopper Marketing Model in the organization, one of the main challenges is how to organize it internally and define effective ways to assign clear roles to Marketing, Sales and Trade teams.

The Shopper Marketing Model or approach can be defined as the use of insights-driven marketing and merchandising initiatives to satisfy the needs of targeted shoppers, enhance the shopping experience, and improve business results and brand equity for retailers and manufacturers.


In a more concrete sense, setting up a Shopper Marketing Model means:

  • Translation of shopper insights into relevant brand proposition and experience in store
  • Define a strategic way of working with retailer
  • Ensure effective execution at Point of Sale

The objective of a Shopper Marketing Model is to adapt company strategy into clients one and to influence it.

Most companies find the need to ensure right translation from strategy to excellence in execution, and this is why a stronger priority needs to be assigned to the final “moment of truth”, when shopper decides which product to buy or order.


Some companies define Shopper Marketing as:

  • Leverage shopper insights for assortment wins. Clorox
  • Connexion between retailers, brands and consumers/ shoppers. Danone
  • “We are engaging every aspect of our system to become a shopper-insights led, shopper marketing driven organization”. Coca Cola

When coming to functions definition, most companies tend to define two basic functions (adopting different names) to bring life the Shopper Marketing Model:

  • Category Marketing: responsible to understand shopper behaviour and definition of category strategies and plans. Input in terms of shopper and customer, to build category strategy and indentify growth opportunities. Its focus is to develop Shopper Strategies, Channel Strategy (or Category Strategy) or identify growth opportunities
  • Customer Marketing: responsible to adapt category strategies at retailer level and definition of category plans and promotional plans adapted per retailer. It can help covert trade allowances to become a fuel for growth, by building arguments to develop category and support account management. Its focus is to ensure delivery or execution and support Sales in their actives

Based in the different Shopper Marketing Model projects we participated, some interesting points we identified are:

  • Companies are in search of excellence in execution when defining new shopper approach
  • Companies willing to emphasise a shopper marketing approach appoint Shopper/Trade Directors reporting to CEO / President
  • If change is required on the organisation, momentum needs to be designed, with clear Roles and Responsibilities (R&R), Objectives, KPIs, bonus definition and Budget split
  • It’s a JOURNEY!!! It needs to be led by the management

Define a Shopper Marketing Model in your organisation means placing higher focus on execution excellence and make organisation more action oriented, assign clear responsibilities for plan execution, with one basic unique objective: deliver growth.  And implementing this new approach requieres to define new and clear R&R within your team to minimise task duplication.

Douwe Egberts

In our last mission, we helped Douwe Egberts Netherlands (Former Sara Lee DE Group) to define its new Shopper Marketing Model and Organisation, to better balance brand equity with retailer equity to gain trade and shopper relevance allowing growth development.


The following two tabs change content below.
Xavier is an experienced executive, consultant and lecturer. He has worked over 15 years as marketer at Nestlé, Sara Lee and Panrico-Donuts, and over 10 years as Marketing Director and Board member, leading national and international teams. Since 2005 he has been acting as a consultant for several international growth projects. Between 2010 and 2015 he also acted as Innovation Leader at ESADECREAPOLIS, ESADE’s Collaborative Innovation Ecosystem. Since 1999, Xavier is also a renowned Marketing, Innovation and Branding lecturer at ESADE, as well as other international universities and companies. He participates in several entrepreneurship initiatives, as well. ----------------------------------------------------------------------------------------------- Xavier es un experimentado directivo, asesor y profesor nacido en París y afincado en Barcelona. Ha trabajado más de 15 años como profesional del marketing y las ventas en Nestlé, Sara Lee y Panrico-Donuts, y más de 10 años como Director de Marketing y miembro del Comité de Dirección, liderando equipos nacionales e internacionales. Desde 2005 ha venido desarrollando su faceta de consultor y asesor en diversos proyectos internacionales de crecimiento. Entre 2010 y 2015 también lideró las actividades de Innovación y Emprendimiento de ESADECREAPOLIS, el centro de Collaborative Open Innovation de ESADE. Desde 1999, Xavier también es un reconocido profesor que imparte cursos de Innovación, Marketing y Branding en ESADE, así como en otras universidades internacionales y renombradas compañías. Además, Xavier participa en diversas iniciativas emprendedoras, como inversor y asesor experto o Professional Board Advisor.

By continuing to use the site, you agree to the use of cookies. more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this. CONNOCIAM CONSULTIMG, S.L. | Marketing, innovation and commercial strategy (hereinafter CONNOCIAM) is the titular entity of CONNOCIAM portal or website to which you access. Access to portal CONNOCIAM and information regarding any of the products and services contained therein implies acceptance of the general conditions provided in this Legal Notice. Therefore you should read carefully if you want to access and use information and services offered on the website of CONNOCIAM. Validity of information The information contained in these pages is accurate at the date of the last update. CONNOCIAM reserves the right to modify at any time, in which case enter into force upon publication and apply to all users of the portal from that date. The contents of any web pages, especially information and advertising, unless expressly indicated otherwise, not binding. CONNOCIAM reserves the right to modify or partially or totally omit the current contents when deemed appropriate, as well as prevent or restrict access temporarily or permanently. CONNOCIAM may include in any third party content websites and links to third party websites, always with the consent of their owners, such as social networks and other information. In none of these cases CONNOCIAM be responsible for the pages and content of third parties and the functioning and availability of data. Intellectual property The portal and websites CONNOCIAM, comprising pages and the information or elements contained therein include texts, documents, photographs, drawings, graphics, databases, computer programs, as well as logos, trademarks, names commercial, or other distinctive signs protected by intellectual or industrial property, of which CONNOCIAM are legitimate owners or licensees. Permitted and prohibited uses Any form of exploitation is prohibited, including any reproduction, distribution, transfer to third parties, public communication and transformation, through any medium and through the aforementioned works, creations and distinctive signs without prior express permission of their respective owners. Violation of this prohibition constitutes an offense punishable by law. However, at your own risk, you may download or make copies of such items for personal use, provided they do not infringe any intellectual or industrial property of CONNOCIAM. In particular, you may not be altered, modified or deleted in whole or in part. In any case, this means a permit or license under the ownership of CONNOCIAM. Is prohibited, except where expressly authorized from CONNOCIAM, establish links or hyperlinks from portals or websites of third to CONNOCIAM websites other than the home page of your website and submit CONNOCIAM websites or the information contained in them under frames, logos, trademarks or company or trade names of another person, company or entity. EMAIL DISCLAIMER This message may contain confidential information, subject to professional secret or whose disclosure is prohibited by law. If you are not the intended recipient, please delete it and notify us immediately, do not forward it or copy its contents. If your company does not allow receiving such messages, please let us know immediately. The Internet e-mail neither guarantees the confidentiality of messages nor the integrity or proper receipt transmitted. CONNOCIAM CONSULTING, SL assumes no responsibility for these circumstances. If the recipient of this message does not consent to the use of Internet e-mail and message recording, please notify us immediately so.