The document outlines a maturity model for shopper marketing, detailing four stages from undefined to world-class strategic integration. It emphasizes the evolution of strategies, organizational structures, technology, shopper insights, digital experiences, omni-channel customer journeys, and metrics/measurement as organizations progress through these stages. Key advancements include integrated systems, data-driven decision making, and comprehensive digital experiences that align with shopper expectations.

1. Shopper
Marketing
Stage 1:
Undefined
Stage 2:
Progressive
Stage 3:
Mature
Stage 4:
World-Class
Strategic
Integration
No defined strategy or
process for integrated
shopper marketing.
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,
preference, 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.
Tools &
Platforms
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.)
Shopper
Insights
Shopper and consumer
behavior is not tracked so
decisions are made based
on assumptions not facts.
Shopper insights are
collected for individual
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.
Decisions are made directly
based on historical
collection and analysis of
both shopper and
consumer insights and are
directly connected to
forecasting and measuring
ROI impact overall.
Digital
Experiences
Limited focus exists on
creating digital experiences
for shopper marketing.
Teams are focused on
traditional marketing
approaches.
Digital experiences are an
afterthought and not the
driving force behind
shopper marketing
initiatives. Experiences
created do not have large-
scale, positive brand
impact.
Sophisticated, high-impact
digital experiences are
created based on detailed
journey mapping exercises
and measuring success by
incremental revenue
growth.
Sophisticated and effective
digital experiences are
delivered based on
shopper expectations and
stage in the purchase
process to understand the
ROI of each campaign.
Omni-Channel
Customer
Journey
All shopper marketing
related channels and
systems are not integrated
into a cohesive experience
as data exist in silos.
Plans for an integrated
omni-channel customer
journey are in progress but
channels and systems
remain disconnected.
Some aspects of the omni-
channel customer journey
integrated but not all
systems and data are
synchronized.
The omni-channel
experience is fully
integrated from brick and
mortar stores to e-
commerce with real-time in-
store inventories and in-
store pickup from online
orders.
Metrics &
Measurement
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
partners and report on
shopper engagement
metrics by campaign.
Enterprise-wide dashboard
with visual representation
of shopper acquisition and
engagement by behavior,
experience, brand reach,
etc. via in-depth shopper
and consumer insight
collection and analysis
across all efforts, channels
and campaigns.
Shopper Marketing Maturity Model