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Shopper Marketing: Profiting from the Place Where Suppliers, Brand Manufacturers, and Retailers Connect

Book Description

The shopper marketing methodology is a powerful, complete approach for satisfying target consumer demand at the point of maximum influence, and thereby driving consumers to purchase. It gives companies a far deeper understanding how consumers behave as shoppers, and leverages this intelligence across the entire supply chain to benefit all stakeholders: companies, brands, consumers, retailers, and shoppers.

Shopper marketing requires supply chain partners to smoothly integrate complex sets of marketing and sales tools, in order to engage shoppers, build brand equity, and persuade shoppers when they move into "shopping mode." Internally, it also demands deeper coordination of R and D, marketing innovation, operations, logistics, and distribution. It isn’t easy, but it offers remarkable, proven results that are virtually unachievable any other way.

In Shopper Marketing, three of the field’s pioneering innovators and consultants bring together state-of-the-art insights, strategic approaches, and supply chain execution methods for successfully employing shopper marketing initiatives throughout your organization.

Dan Flint, Chris Hoyt and Nancy Swift clearly explain what shopper marketing is, and why it is critical for marketers to master. They review each of its six objectives and eight foundational principles, demonstrating how to adapt and apply it in your environment, overcome obstacles, and systematically create value along your entire "path to purchase." Drawing on their unsurpassed consulting experience, they also assess emerging trends and their implications, helping you deepen customer loyalty, extend competitive advantage, and improve profitability for years to come.

Table of Contents

  1. Title Page
  2. Copyright Page
  3. Dedication
  4. Table of Contents
  5. Foreword
  6. Acknowledgments
  7. About the Author
  8. Introduction
    1. What is this book all about?
    2. How is this book structured?
    3. What does the landscape look like today?
  9. Chapter 1. Shopper Marketing Overview
    1. A Brief History
    2. Shopper Marketing Defined
    3. Let’s see it!
    4. 8 Principles of Shopper Marketing
    5. A Process of Doing Shopper Marketing
    6. Interesting Findings from Research
  10. Chapter 2. Who is the Shopper Anyway?
    1. Learning about the Shopper
    2. The Home Depot Example
    3. Moments of Truth and Path to Purchase
    4. The Concept of Customer Value (shopper and retail customers)
  11. Chapter 3. How Retailers Work
    1. The Realities of Retail
    2. Retail Objectives
    3. The Retail Organization – Who’s Involved?
    4. Retailer Tools to Advance Shopper Marketing Initiatives
    5. Loyalty Programs
    6. Retailer Metrics
    7. The Takeaway
    8. Interesting Findings from Research
  12. Chapter 4. How Consumer Goods Manufacturers Work
    1. Fundamentals of Manufacturer’s Marketing Organization
    2. CPG Beliefs
    3. CPG Sales Department
    4. How Shopper Marketing is Changing This
    5. Interesting Findings from Research
  13. Chapter 5. Opportunity Identification
    1. Opportunity Identification Process
    2. Situation Assessment Summary: Listing the Key Implications
    3. Methodologies for Developing Insights
    4. Interesting Findings from Research
  14. Chapter 6. Strategic Planning
    1. Overview
    2. Right Strategies
    3. Right Initiatives
    4. The Shopper Marketing Customer Plan
    5. Interesting Findings from Research
  15. Chapter 7. Execution
    1. Overview
    2. Collaboration with Strategic Customers
    3. Common Subjects for Collaboration
    4. Working Well With Agencies
    5. The Strategic Brief
    6. Selecting Partners
    7. Reporting Results
    8. A Few Lessons on Messaging
    9. Supply Chain Management
    10. Interesting Findings from Research
  16. Chapter 8. Measurement
    1. Background
    2. Metrics and Shopper Marketing
    3. Expected Impact
  17. Part II: The Scholar’s View
    1. Chapter 9. What Do Academics Do Actually and How Do They Think?
      1. Philosophical Views and Eclectic Marketing Inquiry
      2. Summary Comments on Eclectic Inquiry
    2. Chapter 10. Exemplars of Shopper Marketing Relevant Academic Research
      1. Market Opportunity Analysis
      2. Core Concepts
      3. Specific Examples Beyond the Core
    3. Chapter 11. Connecting Supply Chain Management to Shopper Marketing
    4. Chapter 12. Conclusion
      1. Internationalization
      2. Online Shopping
      3. Sustainability