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

7. Execution

The third stage in our four-stage shopper marketing process is execution. Executing shopper marketing plans involves four important concepts: collaboration with customers, empowering agencies, reporting results, and supply chain management as shown in Figure 7-1.

Figure 7-1 Execution phase.

Collaboration with customers means establishing a close and productive relationship with your key customer’s marketing department and becoming a top-of-mind resource for all decisions affecting your brands and categories. The ultimate objective is to become a preferred partner. This is initially achieved by taking a nonparochial approach wherein ...