Vice President, Shopper Marketing
Coca-Cola Refreshments

http://www.coca-cola.com

Q

How can manufacturers help retailers achieve their shopper marketing objectives?

A

True shopper marketing involves collaboration between a retailer and a manufacturer that share the mutual goal of driving behavioral change among that store’s customers. In an ideal situation, a manufacturer presents customized ideas grounded in insights about that business’ shoppers and the retailer provides input into the process. Knowing that some manufacturers offer “prebuilt” plans, an operator should ensure that the solution works against the “triple win” scenario. Otherwise, it’s a signal that the approach does not delve deep enough into the needs of their specific shoppers.

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