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Shopper Marketing: Profiting from the Place Where Suppliers, Brand Manufacturers, and Retailers Connect by Daniel J. Flint, Nancy Swift, Chris Hoyt

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Chapter 3. How Retailers Work

If collaboration is a key principle of Shopper Marketing and mutually balanced benefit for brand, retailer and shoppers is a key objective, then we need to make sure we understand our retailers as well as our shoppers. While both retailers and manufacturers share the same goal of selling more to shoppers, collaboration isn’t easy:

• Priorities and performance measures require intense negotiation:

• Brand Equity vs. Store Equity

• Brand Share vs. Category Share

• Brand Margin vs. Category Margin

• Brand ROI vs. Category ROI

• Brand’s Consumer vs. Retailer’s Customer

• Brands vs. Store Brands

• Roles and responsibilities need definition

• “Who does What” expectations

• Cost allocation – dollars/labor expectations

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