{"id":1912,"date":"2011-02-20T17:52:33","date_gmt":"2011-02-20T17:52:33","guid":{"rendered":"http:\/\/connociam.com\/?p=1912"},"modified":"2021-08-31T07:02:13","modified_gmt":"2021-08-31T07:02:13","slug":"shopper_marketing_model_strategy","status":"publish","type":"post","link":"https:\/\/connociam.com\/en\/shopper_marketing_model_strategy\/","title":{"rendered":"Build a Shopper Marketing Model and Strategy"},"content":{"rendered":"<p><span style=\"font-size: 14pt;\">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.<\/span><\/p>\n<blockquote><p><strong><span><span style=\"font-size: x-large;\">The Shopper Marketing Model or\u00a0approach\u00a0can be defined as\u00a0the 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.<\/span><\/span><\/strong><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">In a more concrete sense, setting up a Shopper Marketing Model means:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 14pt;\">Translation\u00a0of shopper insights into relevant brand proposition and experience in store<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Define a\u00a0strategic way of working with retailer<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Ensure effective execution at Point of Sale<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">The objective of a\u00a0Shopper Marketing Model is to adapt company strategy into clients one\u00a0and to influence it. <\/span><\/p>\n<blockquote><p><span style=\"font-size: 18pt;\"><strong>Most companies find the need to\u00a0ensure right translation from strategy to excellence in execution, and this is why a stronger priority needs to be assigned to the final &#8220;moment of truth&#8221;, when shopper decides which product to buy or order.<\/strong><\/span><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 14pt;\">Some companies define Shopper Marketing\u00a0as:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 14pt;\">Leverage shopper insights for assortment wins. Clorox<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Connexion between retailers, brands and consumers\/ shoppers. Danone<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">&#8220;We are engaging every aspect of our system to become a shopper-insights led, shopper marketing driven organization&#8221;. Coca Cola<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">When coming to functions definition, most companies tend to define two basic functions (adopting different names) to bring life the Shopper Marketing Model:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 14pt;\"><strong>Category Marketing:<\/strong> responsible to\u00a0understand 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\u00a0(or Category Strategy) or identify growth opportunities<\/span><\/li>\n<li><span style=\"font-size: 14pt;\"><strong>Customer Marketing:<\/strong> responsible to\u00a0adapt\u00a0category 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<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">Based in\u00a0the\u00a0different Shopper Marketing Model projects we participated, some interesting points\u00a0we identified are:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 14pt;\">Companies are <strong>in search of excellence in execution<\/strong> when defining new shopper\u00a0approach<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Companies willing to <strong>emphasise a shopper marketing approach<\/strong> appoint Shopper\/Trade Directors reporting to CEO \/ President<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">If change is required on the organisation, <strong>momentum needs to be designed<\/strong>, with clear Roles and Responsibilities (R&amp;R), Objectives, KPIs, bonus definition and Budget split<\/span><\/li>\n<li><span style=\"font-size: 14pt;\"><strong>It\u2019s a JOURNEY!!!<\/strong> It needs to be led by the management<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">Define a Shopper Marketing Model\u00a0in 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. \u00a0And implementing this new approach requieres to define new and clear R&amp;R within your team to minimise task duplication.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\"><a href=\"http:\/\/connociam.com\/wp-content\/uploads\/2015\/08\/imgres1.jpg\"><img loading=\"lazy\" class=\"size-full wp-image-975 alignleft\" src=\"http:\/\/connociam.com\/wp-content\/uploads\/2015\/08\/imgres1.jpg\" alt=\"Douwe Egberts\" width=\"275\" height=\"183\" data-id=\"975\" srcset=\"https:\/\/connociam.com\/wp-content\/uploads\/2015\/08\/imgres1.jpg 275w, https:\/\/connociam.com\/wp-content\/uploads\/2015\/08\/imgres1-240x160.jpg 240w\" sizes=\"(max-width: 275px) 100vw, 275px\" \/><\/a><\/span><\/p>\n<p><span style=\"font-size: 14pt;\">In our last mission, we helped <a href=\"http:\/\/www.de.nl\" target=\"_blank\" rel=\"noopener\">Douwe Egberts Netherlands<\/a> (Former <a href=\"http:\/\/www.douwe-egberts.com\" target=\"_blank\" rel=\"noopener\">Sara Lee DE Group<\/a>) 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.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>[supsystic-social-sharing id=&#8217;1&#8242;]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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\u00a0approach\u00a0can be defined as\u00a0the use of insights-driven marketing and merchandising initiatives to satisfy the [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":1039,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[25,44,41,24,36],"tags":[117,119,115,116,96,114,118],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.2.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Connociam - Shopper Marketing Model<\/title>\n<meta name=\"description\" content=\"Helping our clients to define its new Shopper Marketing Model and organisation to ensure execution excellence and company growth.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/connociam.com\/en\/shopper_marketing_model_strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Connociam - Shopper Marketing Model\" \/>\n<meta property=\"og:description\" content=\"Helping our clients to define its new Shopper Marketing Model and organisation to ensure execution excellence and company growth.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/connociam.com\/en\/shopper_marketing_model_strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"CONNOCIAM\" \/>\n<meta property=\"article:published_time\" content=\"2011-02-20T17:52:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-08-31T07:02:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/connociam.com\/wp-content\/uploads\/2015\/08\/imgres2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2550\" \/>\n\t<meta property=\"og:image:height\" content=\"1750\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Xavier Lesauvage\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/connociam.com\/#website\",\"url\":\"https:\/\/connociam.com\/\",\"name\":\"CONNOCIAM\",\"description\":\"Marketing, innovation and commercial strategy\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/connociam.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/connociam.com\/en\/shopper_marketing_model_strategy\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/connociam.com\/wp-content\/uploads\/2015\/08\/imgres2.jpg\",\"contentUrl\":\"https:\/\/connociam.com\/wp-content\/uploads\/2015\/08\/imgres2.jpg\",\"width\":2550,\"height\":1750,\"caption\":\"Shopper Marketing\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/connociam.com\/en\/shopper_marketing_model_strategy\/#webpage\",\"url\":\"https:\/\/connociam.com\/en\/shopper_marketing_model_strategy\/\",\"name\":\"Connociam - 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