The document outlines a shopper marketing maturity model consisting of four stages: undefined, progressive, mature, and world-class, detailing the integration of strategies, tools, and insights. It emphasizes the importance of a cohesive approach to shopper marketing, including the integration of data and channels, as well as the impact of digital experiences on consumer engagement. The document notes that while some organizations have begun implementing structured strategies, many still operate with siloed data and ad hoc processes.

1. SHOPPER MARKETING
Maturity Model
Strategic
Integration
STAGE 1 - Undefined
STAGE 2 - Progressive
STAGE 3 - Mature
STAGE 4 - World-Class
Tools &
Platforms
No defined strategy or process for
integrated shopper marketing.
Shopper marketing is taking an ad hoc
approach to technology. Some solutions
are in place for shopper insights, content
marketing, and social media, but they are
not integrated.
There is a platform that performs
specific shopper marketing functions
with coordinated tools, applications,
and workflows.
Some, but not all, shopper marketing
platforms are integrated (campaign
management, shopper insights,
analytics, content marketing, social
listening, CRM, marketing automation,
etc.)
There are comprehensive, end-to-end
systems integrated with all shopper
marketing related tools and platforms
with tight integration to enterprise
systems (CRM, ERP, etc.)
Defined strategy and processes exist for
integrated shopper marketing in pockets
in the organization.
Defined, integrated strategy and
processes exist for shopper marketing
across the organization.
Defined, integrated strategy for
shopper marketing exists across the
organization, and campaigns are
tracked and measured by effectiveness
of engagement and conversion.
Organizational
Structure
No distinction between brand-centric
(marketing) activation or customer
team (sales) activation.
Shopper marketing is viewed as two
distinct approaches (Brand-centric vs.
Customer team) and budget and staff
resources are allocated accordingly via
integrated groups.
Shopper marketing is recognized as
important for driving discovery, prefer-
ence, and loyalty. Senior management
has a long-term commitment and provides
required resources for growth.
Shopper marketing is viewed as the
key component in customer
engagement strategy, and it is the
primary focus for the marketing
organization.
Shopper
Insights
Decisions are made directly based on
historical collection and analysis of
both shopper and consumer insights
and are directly connected to fore-
casting and measuring ROI impact
overall.
Shopper and consumer behavior is not
tracked so decisions are made based
on assumptions not facts.
Shopper insights are collected for indi-
vidual campaigns but are not
robust enough to fully understand ROI
impact.
Shopper insights are separated from
consumer insights across the marketing
team. Teams are starting to understand
how behavior makes an impact on ROI.
Shopper
Marketing
Capabilities

2. SHOPPER MARKETING
Maturity Model
Digital
Experiences
Omni-Channel
Customer
Journey
Metrics &
Measurement
All shopper marketing related chan-
nels and systems are not integrated
into a cohesive experience as data
exist in silos.
Limited focus exists on creating digital
experiences for shopper marketing.
Teams are focused on traditional
marketing approaches.
No defined metrics are collected or
reported on.
Analytics are in place to monitor and
track basic shopper marketing metrics
such as sales lift and the percentage of
shoppers who saw a specific program.
Shopper marketing has a dashboard to
monitor performance across retail part-
ners and report on shopper engage-
ment metrics by campaign.
Enterprise-wide dashboard with visual
representation of shopper acquisition
and engagement by behavior, expe-
rience, brand reach, etc. via in-depth
shopper and consumer insight collec-
tion and analysis across all efforts,
channels and campaigns.
Plans for an integrated omni-channel
customer journey are in progress
but channels and systems remain
disconnected.
Digital experiences are an after-
thought and not the driving force
behind shopper marketing initiatives.
Experiences created do not have
largescale, positive brand impact.
Some aspects of the omnichannel
customer journey integrated but not all
systems and data are synchronized.
Sophisticated, high-impact digital expe-
riences are created based on detailed
journey mapping exercises and measuring
success by incremental revenue growth.
The omni-channel experience is fully
integrated from brick and mortar stores
to ecommerce with real-time instore
inventories and instore pickup from
online orders.
Sophisticated and effective digital
experiences are delivered based on
shopper expectations and stage in the
purchase process to understand the
ROI of each campaign.
Shopper
Marketing
Capabilities STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class