RM02 - Shopper Marketing: Insights, Innovation, Implementation
Details
The focus of this two-day seminar is to provide a foundation and framework for developing a strong shopper marketing discipline and shopper insights program to support it. You will learn:
- Best practices for the development of a shopper marketing framework
- How alternate perspectives (manufacturer vs. retailer, brand vs. sales) can impact shopper marketing language, needs, interests and program acceptance among key stakeholders
- The best research tools to use and the questions to ask in order to build a strong foundation of key shopper insights such as shopper habits and practices, path to purchase and decision drivers
- The strategy and tactics behind building an effective retailer/manufacturer partnership that can help ensure successful program execution
- Practical implementation guidelines for retailers and manufacturers
Outline
COURSE OUTLINE AND SCHEDULE
Day 1
8:30 am – 5:00 pm
Introduction
Session 1 – Background – Shopper Marketing: What is it? Where Did it Come From?:
- The evolution of Shopper Marketing.
- What is Shopper Marketing today?
- Integration of multiple disciplines
- Key stakeholders
- Alternate perspectives (e.g., Manufacturer vs. Retailer, Brand vs. Sales)
- Language and terminology
- Key metrics
Session 2 – Keys to Success – Business Objectives and Best Practice Approach:
- Setting Objectives
- Development of a Shopper Marketing framework
- A “Three I’s” Framework: Insights, Innovation, Implementation
Lunch
Session 3 – Insights – Understanding the Shopper:
- Insights for manufacturers; insights for retailers
- Shopper identification
- Who: shopper demographics, role
- Shopper Habits and Practices:
- What: category, brand, product choices
- When: trip types, purchase frequency
- Where: outlet choice
- Why: trip drivers
- How: path to purchase
- Path to Purchase/Purchase Cycle Drivers
- Key touch points
- Key purchase influencers
- Key drivers of outlet choice
- Key drivers of product choice
Session 4 – Insights – Quantitative Tools:
- Research versus insights
- Consumer insights versus shopper insights
- Overview of shopper insights tools:
- Qualitative Research
- Quantitative Research
- Scanner Data
- Retailer Research
- Identifying and mining available data sources
Day 2
8:30 am – 4:30 pm
Session 5 – Transitioning from Insights to Innovation:
- Definition of innovation as it relates to shopper marketing
- Shopper Strategy
- Innovation along the path to purchase
- Planning/Pre-Shopping: list preparation, key influencers
- Shopping/In-Store: in the store, in the aisle, in the category
- Post-Shopping/Consumption: influencing usage patterns
- Purchase Cycle
Session 6 – Innovation: Developing a Shopper Marketing Framework:
- Strategic vision and framework: leadership platform
- Process: establish foundation, strategy and tactics, success criteria/barriers
- Areas of Exploration:
- Competitive strategies
- Segmentation strategies/targeting
- Communication hierarchy
- Go-To-Market Strategy
- Customization by class of trade/retailer
- Communication: Internal and retailer
Lunch
Session 7 – Implementation: Success Stories and Case Studies:
- Brand Marketing
- Sales Strategy/Field Sales
- Trade Marketing/Category Management
Session 8 – Future of Shopper Marketing:
- Developing a Retailer/Manufacturer Partnership
- Communication, positioning and training
- Establishing a win-win framework
- Managing expectations
- Common breakdowns
- Role of Tools:
- The four P’s
- Advanced analytics
This course is only available for in-house/on-site presentation.
Since our founding in 1975, Burke Institute has trained more than 80,000 participants from 10,000 companies, in 40 different countries.
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