Vice President, Shopper Marketing
Coca-Cola Refreshments


What indicators should I consider before instituting a shopper marketing initiative?


The best initiatives work for the shopper, the retailer and the category or brand. It can be helpful to evaluate what consumer mechanisms a manufacturer has in place to promote, support or supplement activities inside your store. For example, The Coca-Cola Company often leverages assets like My Coke Rewards® loyalty program, or properties such as sponsorship of events or movies, when devising shopper marketing solutions for its customers. In addition, expertise in multicultural marketing will become increasingly important in the future as the demographic composition of this country changes.

In general, the following questions can help retailers employ successful shopper marketing initiatives:

  • Is the solution grounded in a relevant shopper insight?
  • How will it make my shoppers’ experience easier or quicker, help them make smarter in-store decisions or improve their lives?
  • Will the activity provide a strong return on investment?

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