“Today's demanding retail environment requires us to go beyond 'shopper insights' and have a greater understanding of shopper dynamics.” – Joe Kaplan, Former Vice President, Market
From our perspective, Shopper Marketing is much more than trade promotion strategy, in-store events or retailer tie-ins. Our comprehensive view of Shopper Marketing embraces the challenging world of pre-purchase (websites, e-mail coupons, word-of-mouth), in-store experience, and post-purchase dynamics (product quality, social media, online communities). Any time there is interaction between the consumer, retailer and brand, Shopper Marketing can and should play a role.
As an industry Thought Leader, Edgewood Consulting has been at the forefront of developing Shopper Marketing solutions for both suppliers and retailers. Some engagements have been broad, including the integration of Shopper Marketing into established manufacturer processes such as Marketing Planning, Sales Development, Customer Planning and Category Management. At the other end of the spectrum, we have significant experience in optimizing trade promotion strategies and tactics and developing in-store promotional activity. For all engagements, Edgewood Consulting develops a customized approach to meet the unique objectives and requirements of our clients.
According to a 2012 study by the Grocery Manufacturers Association, Shopper Marketing budgets are growing and provide a greater ROI than most Marketing Mix elements. In our experience, the greatest benefit of Shopper Marketing engagements between manufacturers and retailers is the ability to align on common objectives by focusing on growing both a category and a specific brand at the same time.
Insights – First Aid was a mature category that was on trend but had limited penetration opportunities, with growth reliant on innovation. Edgewood Consulting led the shopper research work and found that the shopper was extremely frustrated in the aisle because there were too many items, confusing packaging, and little awareness of new products – “hunting” rather than “shopping” the category.
Innovation – Armed with numerous new shopper insights, Edgewood Consulting created a focused yet comprehensive three year strategic plan to change retailer’s approach to the category. This included elevating the category from routine to “destination” enhancing the shopping experience by simplifying and reorganizing the layout of the aisle and shelf, eliminating duplicative items and leveraging the strongest SKU’s to make the shelf easier for consumers to shop.
Implementation – Given the depth and breadth of the approach, Edgewood Consulting worked closely with several of the client’s account teams to customize the approach and identify a long term plan. Most notable was the partnership established with one leading retailer that tested and subsequently implemented a dramatic new approach to the category.