In this guide, you will discover a distilled best practice approach to Shopper Marketing that will superpower your strategy and lead you in the direction of success.

1. The Definitive
Guide

2. 4
5
Shopper Marketing Tool Index
Introduction: The Evolution of Shopper Marketing
The Essence of Shopper Marketing
What Shopper really is, what it isn’t, and who’s profiting
The key differences between consumers and shoppers
The incredible importance of shopper insights/analytics
The Non-Linear Omni-Channel Shopper Journey
Powerful statistics that make the business case
Case Study: Scotch Tape
The Nuts and Bolts of Shopper Marketing
Processes and best practices
Know your shopper(s) before you begin
Channels, trends, seasonal events and tactics
Common challenges in the Shopper Marketing world
Watching your competition closely for insights
Case Study: Allegra
What you need to succeed
Digital & Social Acumen
Budget, Roles & Organization
Partnershipwithalllevels(Retailer,Brand,andAgency)
Essential Metrics you need to track
Case Study: Alcon Eyecare
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4
11
12
15
17
21
26
31
35
36
39
41
43
46
47
49
49
50
55
60
64
Exploring the Future of Shopper Marketing
Neuromarketing and Behavioral Insights
Tracking, Testing and Simulations
Seamless Shopping Experiences
Final Thoughts
Acknowledgements
Bibliography
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Looking for a quick video overview? Check
out the Shopper Marketing Video
Infographic for a quick overview on the
latest research.
Shopper Marketing Action Plan & Toolkit
THE DEFINITIVE GUIDE TO SHOPPER MARKETING
Table of Contents

3. SHOPPER MARKETING
COMPETITION TRACKING
SHOPPER PARTNERSHIP
PRIORTIZATION TOOL
SHOPPER MARKETING
PEER BENCHMARKS APP
S H O P P E R M A R K E T I N G T L I N D E X
LEARN
THE DEFINITIVE GUIDE TO
SHOPPER MARKETING
SHOPPER MARKETING
CAPABILITIES APP
SHOPPER MARKETING
PROFILE TEMPLATE
SHOPPER MARKETING
PROGRAM STRATEGIES
SHOPPER MARKETING
METRICS DASHBOARD
SHOPPER MARKETING
VENDORS MATRIX
SHOPPER MARKETING
MOBILE PRACTICES
SHOPPER MARKETING
MATURITY MODEL
SHOPPER MARKETING
PROFILE INTERVIEW
SHOPPER MARKETING
COUPON PRACTICES
SHOPPER MARKETING
VENDOR TOOL
SHOPPER MARKETING
STRATEGY WORKBOOK
SHOPPER MARKETING
ROLES FRAMEWORK
SHOPPER MARKETING
IMAGE INFOGRAPHIC
SHOPPER MARKETING
VIDEO INFOGRAPHIC
SHOPPER MARKETING
BUDGET TEMPLATE
SHOPPER MARKETING
JOURNEY TEMPLATE
SHOPPER MARKETING
CONTEST PRACTICES
SHOPPER MARKETING
SYSTEM RFP
SHOPPER MARKETING
PROJECT PLAN
SHOPPER MARKETING
BUSINESS CASE
SHOPPER MARKETING
INSIGHTS DATABASE
SHOPPER MARKETING
SIGNAGE PRACTICES
SHOPPER MARKETING
JOB DESCRIPTION
ANALYZE PLAN EXECUTE MEASURETECHNOLOGY
The following list is a toolkit that will be mentioned throughout each section and is available as an action plan at the end of this Guide.
Get access to all of these resources and more by visiting the Shopper Marketing Solutions Set.
RESEARCH TRAININGGUIDES
PRACTICAL TOOLSPROCESS STAGES

4. THE DEFINITIVE GUIDE TO SHOPPER MARKETING
Introduction
The Evolution of Shopper Marketing

5. 5
It’s at the grocery store, in your email inbox, on your social media feed, it noti-
fies you on your mobile phone, and if it was truly successful, it’s sitting deep
inside your subconscious mind. We are inundated with offers, trials, and new
products at every turn, from the more modern vehicles such as YouTube video
ads, to traditional approaches like flyers in your home’s mailbox.
What they all have in common is a hope that you will give up some of your
most valuable commodity: time and attention. Sure, they want your money
too, but it doesn’t start there. They are looking to become part of your
plans, your thoughts, and ultimately your shopping list. They want you to
take action, they want to inspire a need within you to purchase immedi-
ately, and can we really blame them?
The world has become one big shopping mall and
everyone has something to sell, but everyone is also too
distracted and too busy to hear these sales messages
through the noise.
Yet, we all rely on the incredible convenience of consumer
products and services to live our modern lifestyles, helping
us save time by providing solutions to our everyday prob-
lems in life.
In an age where we no longer grow our own food, and where we rely
on sophisticated technology such as smart phones to communicate with
each other, it’s very clear that we need Shopper Marketing and the prod-
ucts and services it offers, as much as it needs us.
There was a time when the world was different, when advertisements
were only in the newspapers, and catalogs were the dominant form of
product discovery.
There wasn’t a Walmart with every item ready for immediate purchase, and
the product selection was tiny. The manufacturers of consumer products
had a monopoly of sorts. A monopoly in the market but also a monopoly
of the market’s attention.
Then again, once radio advertising hit the marketing world,
things began to change.
Radio shows were directly sponsored by companies, such
as soap manufacturers, that openly promoted their products
exclusively and attracted millions of consumers with free
entertainment.
In the age of the Internet, the influence of
Shopper Marketing is everywhere you go.
The Evolution of Shopper Marketing
THE DEFINITIVE GUIDE TO SHOPPER MARKETING | INTRODUCTION
But how did we get here?
THE EVOLUTION OF SHOPPER MARKETING

6. 6THE DEFINITIVE GUIDE TO SHOPPER MARKETING | INTRODUCTION
In fact, the ‘soap opera’ was such an invention that housewives would
listen to these dramas during the day, and then became hooked in by
the story lines while they cleaned the home and prepared dinner for their
families. With only a few stations available, the advertisers really had a
captive market.
That said, people actually enjoyed hearing about products that could help
them get results in their lives. As more technology began helping take
the workload off of everyday life, from modern washing machines and
blenders, to synthetic rubber tires and aerosol cans, society started to
become ‘consumers’ of these products that made life ‘easier’.
As time passed, and the television found its way into our homes, the radio
shows became visual, and the advertisements went from jingles you
heard, to logos, mascots and demonstrations you could actually see.
People became both consumers of products but also consumers of tele-
vision content. It became easier to influence people and inspire them on
what their lifestyle could be like if they enhanced it with modern products
and technology.
In fact, in the early days of the consumer revolution, demand was so high
retailers couldn’t keep the products on the shelves, and manufacturers
had the upper-hand in supplying what the people wanted; they owned the
most popular brands.
As time passed, the number of television channels increased where
brands could advertise and single shows would no longer have exclusives
for a product. Instead, commercials began running in between shows, to
allow multiple sponsors to share what they had to offer, and the majority
of consumers were watching them daily.
By the time cable television became unregulated in the 70’s, the number of
channels became too diverse and the television ad models power
began to evaporate. By the time the 80’s arrived, giant retailers such
as Walmart and Tesco had strengthened their position in the market,
and were no longer begging manufacturers to stock their shelves.
The tables had turned, and now retailers had the upper hand.
Not only did they have the ability to choose which brands they
could fill their aisles with, but they also created generic private
label products, built often by the same factories that built the brand
name products.
THE EVOLUTION OF SHOPPER MARKETING

7. 7THE DEFINITIVE GUIDE TO SHOPPER MARKETING | INTRODUCTION
The game was changing rapidly, and the margins for manufacturers were
evaporating even faster. Retailers expected brands to advertise their prod-
ucts on television, and with rising tv ad costs, manufacturers margins
became even slimmer. What started for manufacturers as an easy win,
became a game of cat and mouse, chasing for space within the stores they
once took for granted.
By the early 90’s ‘category management’ was a dominant force in driving
in-store activity, which was a discipline focused on facts and powered by
the data from retailers. During this time sales had a greater role, which
may also contribute to the middle ground between marketing and sales
that still exists today.
Over time, brands realized that to have a fighting chance at getting their prod-
ucts in the hands of consumers, they would need to start looking at things
differently. They would need to coordinate promotions, along with retailers,
to actively market their products together as a team with the common goal of
providing value and making a profit in the process.
They would need to try new ways of presenting their products, in different
locations both in store and out to increase sales; which was something
everyone could agree on.
This level of coordination and proactive strategic orientation became the
central force for success for both retailers and brands. In the end, they really
did need each other. A retailer couldn’t focus their time or resources required
on each individual category within its store on its own (such as ‘Beauty Care’).
With the right negotiation and team effort, brands could take over this
effort and in partnership with the retailer, help to grow the category while
focusing on their individual brands. It was a win-win relationship, and this
tradition continues to this day. In fact, this relationship is at the core of
what we call Shopper Marketing.
By the early 2000’s, brands discovered just how incredibly important and
valuable all of the powerful insights they collected were that they derived
from their analytical data on shopping. As these insights were utilized to
build even more powerful targeted marketing, brands and retailers real-
ized that working together to optimize their strategy around specific shop-
pers, using these insights as the foundation, generated incredible results.
With the arrival of the disruptive force we know as the internet and the
mainstream acceptance of e-commerce, everything began to change.
THE EVOLUTION OF SHOPPER MARKETING

8. THE DEFINITIVE GUIDE TO SHOPPER MARKETING | INTRODUCTION 8
Stores no longer had to rely exclusively on selling and promoting in-store,
on tv, or with print ads. Not only did the options for buying change, but so
did the behavior of the shoppers.
They now had the ability to research and discover the best deals, share
their opinions on products, and purchase from a distance thanks to
increased capacity for worldwide shipping, in a way the old catalogs of
the 1800’s would drool over.
We now find ourselves in a modern world filled with incredible possibility.
Never before has there been more ways to reach and influence shoppers
to add a retailer or brand to their shopping list. Although the captive audi-
ences of the past are now gone, we now have tools and insight collec-
tion that help us understand how to rapidly optimize our approaches
for increasing revenue growth in a way our ancestors could have only
dreamed.
From virtual reality stores used to test product placement strategies, to
eye tracking technology used to gauge emotional engagement with a
particular offer, the opportunities for marketers seem endless.
Sarah Gleason is a senior executive at Gfk, and is a master at
developing and institutionalizing actionable consumer and
shopper marketing strategies. Gleason spent 18 years in brand
management, new product development and strategy at General
Mills and Kraft General Foods. She was recently honored as one
of 100 ‘Women of Excellence’ in the Shopper Marketing field.
RESEARCHER
THE
To achieve this we have partnered with some of
the best industry experts, authors and speakers on
Shopper Marketing, to include their valuable input,
experience and insight.
In this guide, you will discover a distilled best practice approach to
Shopper Marketing that will superpower your strategy and lead you in
the direction of success.
THE EVOLUTION OF SHOPPER MARKETING

9. THE DEFINITIVE GUIDE TO SHOPPER MARKETING | INTRODUCTION 9
Daniel J. Flint is Professor and Director of the Shopper Marketing
Forum in the Department of Marketing and Supply Chain Manage-
ment at The University of Tennessee, Knoxville. He is co-author
of the book “Shopper Marketing: Profiting from the Place Where
Suppliers, Brand Manufacturers, and Retailers Connect”, and
regularly presents at global conferences.
Carl MacInnes is a senior executive responsible for global shopper
marketing practice at Fonterra, the world’s largest dairy exporter,
where he supports the building of billion dollar brands by the
introducing of neuromarketing practices in key global markets,
and as co-author of the book, “Shopper Marketing: Neuromar-
keting Strategies to Win the Battle at the Shelf”.
PROFESSOR MARKETER
THE THE
Rick Abens has been helping companies improve marketing
productivity with practical analytics for over 25 years. Prior to
founding Foresight ROI, the leading supplier of Shopper Marketing
ROI measurement, he was Director of Global Marketing Analytics
at ConAgra Foods, where he built the corporate marketing
analytics function and measured return on marketing investment.
THE ANALYTICS GURUS
Cory Rosenfield is the co-founder of Qoints, which uses real live
digital marketing data from campaigns of many of the world’s
largest brands, and provides statistics to advertising agencies and
brand marketers, helping executives set truly objective campaign
benchmarks. A serial entrepreneur, Cory had his first exit at the
age of 21 in the IT services space.
THE
THE EVOLUTION OF SHOPPER MARKETING

10. THE DEFINITIVE GUIDE TO SHOPPER MARKETING | INTRODUCTION 10
April Carlisle, Senior Vice President, Global Shopper Marketing, is
Retail Strategy leader for the Shopper Marketing practice for various
clients within the agency, Leo Burnett/Arc Worldwide, including
Procter & Gamble, Coca-Cola, 3M, Kellogg’s, and Kraft, as well as
new business initiatives and global training. April has been named
“Who’s Who in Shopper Marketing” four years in a row.
Elizabeth Harris is the EVP Strategy Director at Leo Burnett/Arc
Worldwide, working across their brand and shopper marketing
groups. She has 25 years of experience in developing insight-
based marketing and advertising programs for clients such as
Procter & Gamble, Walgreens, Kraft, and Sears. Elizabeth was also
named “Who’s Who in Shopper Marketing” for the past four years.
Tammy Brumfield is Senior Vice President of Retail Marketing
Practice at The Mars Agency. An accomplished Shopper
Marketing Executive with extensive experience providing leader-
ship in the Consumer Packaged Goods industry, Tammy has led
and developed high-impact Shopper Marketing organizations for
the world’s most visible brands.
AGENCY REPS
THE
Toby Desforges is an author, consultant, speaker and business
leader with over 25 years’ experience working with leading
consumer goods businesses including Mars, PepsiCo, Sony,
Unilever, Danone, Fonterra and Kao. As the co-author of “The
Shopper Marketing Revolution”, he is a globally recognised expert
in Shopper Marketing and Customer Development.
CONSULTANTS
Christopher Brace founded Syntegrate Consulting with a
360-degree view of the challenges marketers face. He has
held management positions in Brand Management, Adver-
tising, Shopper Marketing, and Promotions on both the client
and agency sides of the business, providing him a truly inte-
grated foundation.
THE
THE EVOLUTION OF SHOPPER MARKETING

11. THE DEFINITIVE GUIDE TO SHOPPER MARKETING | INTRODUCTIONSales Tools
Integration
91
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