Shopper Marketing Methodology & Toolkit

01 Executive Summary
02 Situation Analysis
03 Planning
04 Administration
05 Measurement
06 Budget
01 Learn About Shopper
02 Analyze Opportunities
03 Strategic Planning
04 Technology Selection
05 Campaign Execution
06 Measure Results
Shopper Marketing
Methodology
& Toolkit
© 2017 Demand Metric Research Corporation. All Rights Reserved.
Follow this simple, step-by-step, methodology to
develop a shopper marketing plan that
increases sales, builds shopper insights, and
grows brand awareness.

Introduction
In an economy surrounded by brands, retailers and never ending shopping opportunities, Shopper Marketing is an
essential tool that brings brands and retailers together under a singular goal: increasing sales.
From brand-led programs where the manufacturer works with numerous retailers under a unified campaign, or
retailer-led programs where brands join a retailer's existing planned special, such as a back to school sale, Shopper
Marketing is all about the partnership between the manufacturers that produce the brands people consume, and
the retailers that sell these products to shoppers in their stores.

Introduction
This methodology will take you through the 6 stages of an effective Shopper Marketing program, providing you with
best practices to empower any effort, and a toolkit to enable immediate practical application of this knowledge.
Although this methodology is meant to be applied from beginning to end, in the sequence provided, it is possible
that you may already be working on a Shopper Marketing program and some of these steps may not be necessary.
No matter where you are with Shopper Marketing, we recommend you take a look through all of the stages, steps
and tools provided so that they may lead you on the right path, or in some cases, fill any GAP’s you may have in
your existing program.

This methodology consists of six stages, each with a description, steps and action items. Action items include using
our premium tools & templates. Our intention with this methodology is to help you:
How to use this consulting methodology:
1. Understand shopper marketing and identify the audience and partners you should focus on.
2. Evaluate and select the technology that will be the backbone of your shopper marketing strategy.
3. Plan and craft a strategy to increase sales, build shopper insights and grow brand awareness.

03 Strategic Planning 06 Measure Results
STAGE 01 – LEARN ABOUT SHOPPER
Discover how Shopper Marketing works, review the overall best practices, and understand how to evaluate the roles
and maturity of a Shopper Marketing program.
1. Understand the Maturity of a Shopper Marketing Program
2. Evaluate the Roles Required to Achieve Shopper Marketing Success
Learn About Shopper

There are some critical components in any shopper marketing program
that showcase how sophisticated the operations, technology and
strategy really are.
Ensure you feel comfortable with the concepts behind the unique
sections that make shopper marketing what it is.
STEP 1 – Understand Shopper Marketing Maturity
✓ Action Item – Look at the ‘Shopper Marketing Maturity Model’ to see what shopper marketing looks like in both its
most unrefined and world-class levels of execution.
Learn About Shopper
Download

Whether you are looking to add responsibilities to your existing sales
and marketing team, or you are looking for a dedicated team of human
resources focused on shopper marketing, it is important to understand
the roles and responsibilities required within a shopper marketing
program.
STEP 2 – Evaluate the Roles Required for Success
✓ Action Item – Review the ‘Shopper Marketing Roles Framework’ to quickly understand the team required to
effectively execute on a shopper marketing program.
Learn About Shopper
Download

STAGE 02 – ANALYZE OPPORTUNITIES
Assess your existing Shopper Marketing maturity, determine strategic partnerships worth pursuing, while assessing
budgets and building the business case.
1. Assess your Existing Shopper Marketing Maturity
2. Determine Strategic Partnerships worth Pursuing
3. Define the Budget for your Shopper Marketing Program
4. Build the Business Case for Shopper Marketing
Analyze Opportunities

STEP 1 – Assessing your Shopper Maturity
✓ Action Item – Fill out the ‘Shopper Marketing Maturity Assessment’ for an interactive chart that will visually
show you where you stand with your current shopper marketing maturity.
It’s a great idea to benchmark your current maturity with shopper
marketing, so you can leverage your strengths and focus on growing any
deficiencies.
By doing regular benchmarks you can track your team's progress and be
aware of what areas need your attention as your program grows.
Download

STEP 2 – Determine Strategic Partnerships
✓ Action Item – Use the interactive ‘Shopper Marketing Partnership Prioritization Tool’ to understand which
partners will be the best fit for your company.
Shopper marketing is all about the partnership between brands and
retailers.
Building these relationships is at the heart of what you are looking to
achieve, and is where the rubber hits the road with any shopper
marketing program.
Download

STEP 3 – Define the Budget for your Program
✓ Action Item – Leverage the ‘Shopper Marketing Budget Template’ to get a visual idea on current spending, to
keep your program on track while it grows.
Without allocated resources, your shopper marketing program will
never get off the ground.
Ensure a budget is established to plan expenses required to plan and
execute your program.
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STEP 4 – Build the Business Case for Shopper
✓ Action Item – Leverage the ‘Shopper Marketing Business Case’ template for a slide presentation you can use to
convince leadership to approve your ideas.
Now that you know more about what shopper marketing is, how it works and why it’s so
powerful, you will need to share these discoveries with leadership in your company to get
approval to continue with the shopper marketing program.
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STAGE 03 – STRATEGIC PLANNING
Plan your objectives and the metrics to measure their success, and begin gathering the insights about your shoppers
and competition to build shopper profiles.
1. Build a Profile that Represents your Ideal Shopper
2. Begin Gathering the Insights about your Shoppers
3. Build your Shopper Marketing Journey Stages
4. Plan your Objectives, and the Metrics to Measure their Success
5. Complete and Present your Shopper Marketing Plan
6. Hire Resources to Manage the Program
Strategic Planning

STEP 1 – Build a Profile that Represents your Shopper
✓ Action Item – Once you have collected enough info about your ideal shopper(s), use the
‘Shopper Marketing Profile Template’ to build specific profiles your team can utilize.
Every marketing effort starts with the ideal buyer, and in the case of
shopper marketing, your ideal shopper or consumer. Ensure that you
have a detailed profile for each shopper, so you can tailor your marketing
programs to their specific situation.
TIP: Leverage the ‘Shopper Marketing Profile Interview Questions’
template to get the questions you should consider asking anyone
involved in a survey to research your ideal shoppers.
Download
Strategic Planning

STEP 2 – Begin Gathering Insights about Shoppers
✓ Action Item – Fill out the ‘Shopper Marketing Insights Database’ with any existing insights you have, and use it as
a place to store on-going discoveries about your shopper(s).
Insights about shopper behavior are critical to the success of any shopper
marketing program. It is critical that you and your team collect and analyze insights
on a regular basis to empower decisions you make about how to attract shoppers
to your program.
TIP: Watch your competition to discover insights from their existing programs
using the ‘Shopper Marketing Competition Tracking’ tool. Download
Strategic Planning

STEP 3 – Build Your Shopper Journey Stages
✓ Action Item – Utilize the ‘Shopper Marketing Journey Stages Template’ to lay out the behaviors and insights for
each stage of the non-linear shopping journey to plan your campaigns.
Although most shopper marketing strategy has been centered on a
linear approach, the truth is that shoppers often travel between
stages and steps in a non-linear fashion, moving back and forth as
they make their decisions.
That said, it’s important to understand the stages shoppers can travel
between, to build the best campaigns suited to their non-linear
activity and behaviors.
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Strategic Planning

STEP 4 – Plan your Objectives and Metrics
✓ Action Item – Utilize the ‘Shopper Marketing Strategy Workbook’ to help plan the high level execution-related
objectives and KPI’s for your shopper marketing program.
Before starting any marketing program it’s important to have a solid plan
with specific objectives, performance indicators and timeframe, to ensure
the program is focused on specific results.
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Strategic Planning

STEP 5 – Complete and Present your Plan
✓ Action Item – Modify and then present your ‘Shopper Marketing Project Plan’ to senior leadership to get the
resources allocated to execute your program.
Getting approval on your initial plan, from leadership within your company, is an important
step that will both help build your teams confidence on the work ahead, and secure the
resources required to bring the program to life.
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Strategic Planning

STEP 6 – Hire Resources to Manage the Program
✓ Action Item – Utilize the ‘Shopper Marketing Manager Job Description’ for your needs and post it online to find
someone who can help manage your shopper marketing program.
In most cases, you will need at least one dedicated human resource managing your shopper
marketing program.
Building a dedicated team will ensure the best results, but your program may need to start
by assigning tasks to your existing sales and marketing teams to save budget.
Download
Strategic Planning

STAGE 04 – TECHNOLOGY SELECTION
Evaluate technology solutions that enable your team to bring your Shopper Marketing program to life.
1. Discover Shopper Marketing Vendors that Provide Solutions
2. Determine the Best Vendor(s) that Suits Your Needs
3. Use an RFP to Build Your Integrated Shopper Marketing System
Technology Selection

STEP 1 – Discover Shopper Marketing Vendors
✓ Action Item – Review the ‘Shopper Marketing Vendors Matrix’ to find technology solutions that suit your needs.
Evaluate shopper marketing technology solutions that enable your team
to bring your Shopper Marketing program to life.
These technologies can bring incredible insights, or provide a
competitive unique way to present your program to your ideal
shopper(s).
Download

STEP 2 – Determine the Best Vendor(s)
✓ Action Item – Use our interactive ‘Shopper Marketing Vendor Selection Tool’ to discover the best vendor(s) for
your program based on what matters most to your company.
More often than not, there are multiple vendors you may be interested
in pursuing for your shopper marketing program.
It’s important to score these vendors based on what your company
needs most to find the perfect fit.
Download

STEP 3 – Build an Integrated Shopper System
✓ Action Item – Use our ‘Shopper Marketing System RFP’ to discover the best vendor(s) with the skillset required to
integrate all of your systems together into a single Shopper Marketing system.
Your CRM, Marketing Automation, Loyalty Card, Customer Service and other systems will
need to be integrated into a single Omni channel.
Using an RFP template will help you get the ball rolling on finding the right partners to
bring this system to life.
Download

STAGE 05 – CAMPAIGN EXECUTION
Prepare and launch campaigns that are based on existing best practices.
1. Review the Main Strategies, Tactics, and Trends in Shopper Marketing
2. Launch Campaigns that are Based on Existing Best Practices
Campaign Execution

STEP 1 – Review Main Strategies, Tactics & Trends
✓ Action Item – Review the ‘Shopper Marketing Program Strategies’ template for suggestions on the most widely
used tactics, trends and channels for a shopper marketing program.
It’s always helpful to constantly review the different approaches you
can make in any shopper marketing program, both as you build your
campaigns, but also to help improve existing campaigns.
Download
Campaign Execution

STEP 1 – Launch Campaigns Based on Best Practices
✓ Action Item – Leverage the Coupon Best Practices, Contest Best Practices, Digital/Traditional Signage and Retail
Mobile Best Practices checklists to ensure best practices are followed for your campaigns.
During any shopper marketing program, ensure you are leveraging best
practices for any specific campaign approach to maximize your chances
for success.
At its core, if a shopper marketing program gathers insights and builds a
relationship, it’s already valuable even before direct ROI.
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Campaign Execution

STAGE 06 – MEASURE RESULTS
Measure the results of your campaigns to determine return on investment (ROI).
1. Measure the Results of your Campaigns to Determine ROI.
Measure Results

STEP 1 – Measure the Results of your Campaigns
The final step in any shopper marketing program is ongoing.
You will need to carefully measure the results of your campaigns over
time, to prove revenue impact, and leverage insights gathered for future
campaigns.
Download
✓ Action Item – Use the ‘Shopper Marketing Metrics Dashboard’ to track key metrics in your campaigns, so they
can be easily and visually shared with senior leadership.
Measure Results

As you bring your shopper marketing program to life, continue to leverage the tools and resources in this
methodology to benchmark, track and optimize your progress. For quick and easy access, leverage the one-page
‘Shopper Marketing Playbook’ for immediate access to all the resources.
Conclusion
Download
If you need any additional help with your Shopper Marketing
program, reach out to the Ask-The-Expert research service
within the ANA Marketers Edge.
To learn more, simply visit the Marketers Edge website.

Shopper Marketing Methodology & Toolkit

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