Q&A: Why Best Practices Matter in Shopper Marketing

Earlier this week, the Advertising Research Foundation announced the creation of a Shopper Insights Council. At an inaugural meeting of 100 attendees last month, the group discussed plans to define the emerging discipline of shopper insights research and identify best demonstrated practices. Among the blue-chip companies involved is Unilever Americas. Brandweek talked to Mike Twitty, Unilever's director, shopper insight, about the growing importance of shopper marketing and why the new council was formed:Brandweek: Why form the new council?Mike Twitty: Although there are share groups and even annual conferences on this relatively young subject, practitioners have a need for an impartial, principled voice that makes sense of the facts and lore that swirl within this area. It seems as though this need extends all the way to the most fundamental of issues. For instance, there is not even an accepted definition of what constitutes a shopper, let alone widespread understanding of the practices that are so necessary for success in today's marketing and retail climate. BW: What will be the goal of the council?MT: The goal of the council is to provide an industry forum that defines and implements the emerging discipline of Shopper Insights and Marketing, agree to its basic principles, processes and share "best demonstrated practices." Such practices will improve the flow of marketing spending as marketers, retailers, and agency partners learn how to bring value to the shopping process and experience.BW: Why has shopper marketing increased in importance?MT: Shopper marketing is increasing in importance because the mass marketing model, while still effective, has shown some weakness in today's world. Messaging tailored to build awareness and desire among consumers may be less effective at influencing shoppers inside a store. This is because shoppers today have different needs on different types of trips to the numerous retail outlets they frequent. In addition, once inside the store, they face unprecedented levels of choice for almost every item they are seeking to buy. Understanding how shoppers navigate these choices and meet their changing shopping needs enables us to take the shopper marketing steps that increase the likelihood of buying our brands within a complex retail environment. BW: What best practices currently exist?MT: Many manufacturers, suppliers and retailers have their own ideas about best practices, however, too often there is little consensus. One result is that retailers end up wading through numerous presentations and differing research approaches, trying to gauge their value, as they seek answers to their basic questions. On the other side, manufacturers spend lots of their resources commissioning unique types of research in hopes that their top customers will find them persuasive. It is our hope that this council will help to identify some best practices so that all parties can use their resources more efficiently. BW: Any other thoughts? MT: There is explosive interest in this field and we have already seen some excellent examples of effective approaches to leveraging shopper understanding to increase the value of what is offered at retail. The council believes in using this type of insight to seek "win-win-win" solutions that result in increased value for the shopper, the retailer and the manufacturer. Finally, we are grateful for the strong support and energy that has already been shared by some of the leaders within the field and we welcome suggestions on issues consider focusing upon.

Brand Marketing

Q&A: Why Best Practices Matter in Shopper Marketing

Kenneth Hein

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Kenneth Hein