Archive for June, 2010
In Advertising Age, SymphonyIRI’s Robert Holston writes:
The past five years has seen a refocus on the store as fertile ground for brand marketers with the advent of shopper marketing and the ability to leverage new insights and develop much more customized programs for customers. While the clear economic benefits from shopper marketing have been elusive for many, the true value of the past five years of the shopper-marketing craze just might be the mind-set change it has brought to CPG manufacturers in helping them migrate away from mass-market brand and execution.
To this, he suggests the following approach for marketers looking to leverage the opportunity that the store presents:
- Create a shopper-centric segmentation model
- Integrate both consumer and shopper understanding.
- Conduct economic modeling
- Plan for scale implementation
- Plan collaboratively
- Monitor and evaluate