Vice President, Shopper Marketing
Coca-Cola Refreshments

http://www.coca-cola.com

Q

Why is shopper marketing one of the most relevant initiatives in retailing today?

A

Industry data indicate that price is declining as an influencer of store choice. To successfully compete, retailers have to differentiate their offerings in other ways to demonstrate value. For today’s shoppers, more “value” may encompass the store experience or how effectively the business operator delivers goods or services that appeal to them in a particularly meaningful manner. You can’t do this unless you have intimate knowledge about your shoppers’ behaviors and preferences. Younger generations are driving some of this change as they become primary household shoppers. As a result, retailers are working more closely with manufacturers to rethink past transactional cost and deliver against a fresh value proposition. 

At The Coca-Cola Company, we strive to deliver shopper marketing initiatives that produce a “triple win” -- solutions that work for the shopper, the category and the retailer.

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