THE RETAIL COMMISSION ON SHOPPER MARKETING identified six principles to serve as a guide to shopper marketing:
-
Focus on the Shopper/Consumer: Shopper marketing must leverage research and insights to develop strategies that will resonate with targeted shopper segments.
-
Enabled by Retailers: Manufacturers will align with the retailer's marketing and shopper segmentation model to develop strategic programs rather than merely offering tactical campaigns.
-
Delivers Execution Excellence: Retailers must adopt procedures and measurement systems to ensure functional alignment internally.
-
Driven by a Strategic Planning Process: Partnerships will link to the business plans of both retailer and manufacturer.
-
Delivers Real Shopper Value: Effective shopper marketing looks beyond short-term incentives to enhance the shopper's experience and deliver the promised value.
-
Creates Efficiencies and Improved Returns: Collaborative shopper marketing must deliver more efficient ways to reach targeted shoppers.
