---
title: Blog for Practical Shopper Marketers
description: Practical advice, best practices and industry news for retail and CPG omnichannel marketing professionals.
image: https://blog.shopperations.com/hubfs/Blog%20for%20practical%20Shopper%20Marketers%20-%20preview%20image.png
---

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### BLOG FOR PRACTICAL SHOPPER MARKETERS

<https://blog.shopperations.com/15-best-practices-in-omnichannel-marketing-operations> ![](https://blog.shopperations.com/hubfs/Blog%20header%2015%20best%20practices%20in%20CPG%20omnichannel%20marketing%20operations.png)

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## [15 Best Practices in Omnichannel Marketing Operations](https://blog.shopperations.com/15-best-practices-in-omnichannel-marketing-operations)

After more than a decade of working with CPG shopper, commerce and omnichannel marketing teams, we have had an unusual opportunity to see how different organizations solve many of the same operational problems.

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<https://blog.shopperations.com/how-do-you-actually-track-jbp-commitments> ![](https://blog.shopperations.com/hubfs/undefined-Jul-14-2026-04-15-42-6180-PM.png)

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## [How do you Actually track JBP commitments?](https://blog.shopperations.com/how-do-you-actually-track-jbp-commitments)

JBP season is around the corner. You know it because the calendar invites are already landing and because a familiar knot is forming in your stomach.

[Read More](https://blog.shopperations.com/how-do-you-actually-track-jbp-commitments)

<https://blog.shopperations.com/how-to-choose-cpg-marketing-planning-software> ![](https://blog.shopperations.com/hubfs/undefined-Jul-13-2026-03-01-34-7670-PM.png)

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## [How to Choose CPG Marketing Planning Software](https://blog.shopperations.com/how-to-choose-cpg-marketing-planning-software)

 If you lead shopper or omnichannel marketing at a CPG company, your planning stack probably looks something like this: a TPM system that finance loves and you never open, a project management tool that tracks tasks but not dollars, and fourteen...

[Read More](https://blog.shopperations.com/how-to-choose-cpg-marketing-planning-software)

<https://blog.shopperations.com/how-to-get-your-omnichannel-marketing-plan-ai-ready> ![](https://blog.shopperations.com/hubfs/Blog%20header%20How%20to%20get%20your%20Omnichannel%20marketing%20plan%20AI%20ready.png)

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## [How to Get Your Omnichannel Marketing Plan AI-Ready](https://blog.shopperations.com/how-to-get-your-omnichannel-marketing-plan-ai-ready)

*Four moves you can make this planning season — no new software, no reorg, no waiting.*

[Read More](https://blog.shopperations.com/how-to-get-your-omnichannel-marketing-plan-ai-ready)

<https://blog.shopperations.com/retail-media-is-no-longer-a-line-item.-it-is-now-a-planning-discipline> ![](https://blog.shopperations.com/hubfs/ChatGPT%20Image%20Jun%2024%2c%202026%2c%2003_41_24%20PM-png.png)

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## [Retail Media Is No Longer a Line Item. It Is Now a Planning Discipline.](https://blog.shopperations.com/retail-media-is-no-longer-a-line-item.-it-is-now-a-planning-discipline)

Retail media used to be easier to categorize. Not easy to manage — let's not get carried away — but easier to put in a box. A brand team could treat it as a media tactic. An e-commerce team could treat it as a traffic driver. A shopper team could...

[Read More](https://blog.shopperations.com/retail-media-is-no-longer-a-line-item.-it-is-now-a-planning-discipline)

<https://blog.shopperations.com/the-agencies-that-control-the-budget-control-the-relationship-1> ![](https://blog.shopperations.com/hubfs/Blog%20header%20-%20Agencies%20Operational%20Advantage.png)

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## [The Agencies That Control the Budget Control the Relationship](https://blog.shopperations.com/the-agencies-that-control-the-budget-control-the-relationship-1)

Why operational excellence is becoming the defining competitive advantage in shopper marketing.

[Read More](https://blog.shopperations.com/the-agencies-that-control-the-budget-control-the-relationship-1)

<https://blog.shopperations.com/the-evolution-of-shopper-marketing-and-the-next-power-shift> ![](https://blog.shopperations.com/hubfs/The%20Shopper%20Marketing%20History%20and%20Timeline.png)

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## [The Evolution of Shopper Marketing and the Next Power Shift](https://blog.shopperations.com/the-evolution-of-shopper-marketing-and-the-next-power-shift)

I did not discover shopper marketing in a trend report. I learned it sitting across from retailers, trying to reconcile brand ambition, trade funding, and shelf reality in the same plan.

[Read More](https://blog.shopperations.com/the-evolution-of-shopper-marketing-and-the-next-power-shift)

<https://blog.shopperations.com/overhaul-your-budget-tracker-in-2026> ![](https://blog.shopperations.com/hubfs/Blog%20Header%20-%20Free%20Budget%20Tracker.png)

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## [Overhaul your Budget Tracker in 2026](https://blog.shopperations.com/overhaul-your-budget-tracker-in-2026)

Does this scenario look familiar? You have realized that your current spreadsheet-based process is no longer serving you. You pitch the idea of investing in a modern marketing planning software to your bosses. The conversation goes nowhere for...

[Read More](https://blog.shopperations.com/overhaul-your-budget-tracker-in-2026)

<https://blog.shopperations.com/escaping-the-annual-planning-trap-key-lessons-from-podcast-with-keen> ![](https://blog.shopperations.com/hubfs/Keen%20Shopperations%20Podcast.jpg)

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## [Escaping the Annual Planning Trap: Key Lessons From Podcast with Keen](https://blog.shopperations.com/escaping-the-annual-planning-trap-key-lessons-from-podcast-with-keen)

The way CPG brands plan, execute, and measure their marketing has changed faster in the past five years than in the previous twenty. What used to be a predictable annual exercise has become a continuous cycle of replanning, reacting, and realigning...

[Read More](https://blog.shopperations.com/escaping-the-annual-planning-trap-key-lessons-from-podcast-with-keen)

<https://blog.shopperations.com/9-things-i-wish-brand-managers-knew-about-shopper-marketing-2025-edition> ![](https://blog.shopperations.com/hubfs/Blog%20header%20-%209%20Things%20I%20wish.png)

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## [9 Things I Wish Brand Managers Knew About Shopper Marketing (2025 edition)](https://blog.shopperations.com/9-things-i-wish-brand-managers-knew-about-shopper-marketing-2025-edition)

In my 15-plus years in CPG marketing, I’ve lived on both sides of the fence: HQ-based brand marketing and field-based shopper marketing. These teams work side-by-side, but let’s be honest, they still speak different dialects. The way they think,...

[Read More](https://blog.shopperations.com/9-things-i-wish-brand-managers-knew-about-shopper-marketing-2025-edition)

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### [9 Things I Wish Brand Managers Knew About Shopper Marketing (2025 edition)](https://blog.shopperations.com/9-things-i-wish-brand-managers-knew-about-shopper-marketing-2025-edition)

Posted on November 18,2025

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### [The Evolution of Shopper Marketing and the Next Power Shift](https://blog.shopperations.com/the-evolution-of-shopper-marketing-and-the-next-power-shift)

Posted on March 02,2026

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### [Shopper Insights 101 - what they are and why they matter](https://blog.shopperations.com/shopper-insights-101-what-they-are-and-why-they-matter)

Posted on October 04,2023

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