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How To Harness The Elusive Shopper Marketing KPIs

Our industry has been chasing elusive shopper marketing metrics for over a decade, but these efforts seem to be stuck in first gear. Despite an explosion of shopper-facing technology, a growing abundance of shopper-generated data, and increased...

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7 Must-Have Shopper Marketing Reports (Part 2)

Last week, we shared with you the top reports for Finance, Brands and Sales, the most important internal constituents shopper marketers deal with on a regular basis. These reports help establish transparency and trust and will elevate your team’s...

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7 Must-Have Shopper Marketing Reports (Part 1)

Shopper marketers serve many internal and external clients, each with unique needs and business questions. As a result, shopper marketing practitioners constantly chase the latest information, often creating custom one-off reports and...

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Retail Account Penetration Strategies for Shopper Marketers

Every CPG organization, at some point, realizes their existing relationships with Category Managers or Buyers can take them only so far. Their next challenge is to start strategic, long-term conversations with other groups inside their retail...

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How Savvy Shopper Marketers Discover Existing Brand Content

We’ve all heard it before – content is king. Teams that consistently leverage content in their shopper marketing efforts build not only stronger brand recognition and loyalty but also more collaborative and productive retailer partnerships. Where...

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7 People Every Shopper Marketing Team Needs

One of our most popular blog posts explored personality traits successful shopper marketers possess (for instance, shopper marketers need to have a balanced right and left brain!). Most of those traits cannot be taught, you either have them or...

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Infographic: Making Sense of Shopper Marketing Vendor Landscape

Did you notice how many new vendors cold-called or e-mailed you in the last few weeks? Is it just me or is the world of shopper marketing exploding with new vendors and capabilities? Many shopper marketers are overwhelmed and annoyed by the...

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Shopper Marketing #1 Mission: Bust the Brand-Sales Silos

If you ask ten shopper marketers what their mission is, you will likely get ten different answers. The lack of a common mission statement reflects the state of anxiety the CPG industry

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6 Ways Open Shopper Marketing Collaborators Get A Competitive Edge

Collaboration is at the heart of shopper marketing, but is it more than just a buzzword or a feel-good thing we do? Can collaboration become a critical capability that will propel your team further and make you a more agile and fierce competitor?...

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5 Signs Your Shopper Marketing Organization Is A Black Hole

In my conversations with CPG executives, I sometimes hear shopper marketing being described as “a black hole of the enterprise.” This black hole absorbs energy and resources but cannot clearly articulate the value it delivers when scrutinized by...

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