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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. 
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