---
title: Blog for Practical Shopper Marketers | Shopper Marketing Best Practices
description: Shopper Marketing Best Practices | 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/your-marketing-systems-dont-need-to-speak-the-same-language.-they-need-a-common-id> ![](https://blog.shopperations.com/hubfs/Marketing%20Systems%2c%20One%20Common%20ID.png)

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## [Your Marketing Systems Don’t Need to Speak the Same Language. They Need a Common ID.](https://blog.shopperations.com/your-marketing-systems-dont-need-to-speak-the-same-language.-they-need-a-common-id)

If you work in CPG marketing, this scenario will probably sound familiar. Your team has a marketing plan. Your agency has its own planning system. Finance has an ERP. Sales may have a TPM system. Your retail media partners each have their own

[Read More](https://blog.shopperations.com/your-marketing-systems-dont-need-to-speak-the-same-language.-they-need-a-common-id)

<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.

[Read More](https://blog.shopperations.com/15-best-practices-in-omnichannel-marketing-operations)

<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/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)

<https://blog.shopperations.com/the-hidden-flaws-in-cpg-marketing-finance-reporting> ![](https://blog.shopperations.com/hubfs/Blog%20Header%20-%20Finance%20%26%20Marketing%20reporting%20(676%20x%20351%20px).png)

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## [The Hidden Flaws in CPG Marketing Finance Reporting](https://blog.shopperations.com/the-hidden-flaws-in-cpg-marketing-finance-reporting)

### Introduction: Same Money, Different Languages

Finance and Marketing share the same budget from opposite ends of the battlefield. Finance sees ledgers, accruals, quarter-end precision and Accounting Standards compliance. Marketing sees campaigns,...

[Read More](https://blog.shopperations.com/the-hidden-flaws-in-cpg-marketing-finance-reporting)

<https://blog.shopperations.com/2025-edition-8-features-of-a-great-omnichannel-marketing-plan> ![](https://blog.shopperations.com/hubfs/Blog%20Header%208%20Features%20of%20a%20Great%20Shopper%20Marketing%20Plan%202025.png)

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## [2025 Edition: 8 Features of a Great Omnichannel Marketing Plan](https://blog.shopperations.com/2025-edition-8-features-of-a-great-omnichannel-marketing-plan)

I wrote a similar post a few years ago. Boy, has the world changed since then or what? The discipline of CPG marketing has become even more technical, complex, and dynamic. Expectations for omnichannel shopper marketing plans have cranked up, too.

[Read More](https://blog.shopperations.com/2025-edition-8-features-of-a-great-omnichannel-marketing-plan)

<https://blog.shopperations.com/what-mach-architecture-means-for-cpg-marketing-ops> ![](https://blog.shopperations.com/hubfs/Blog%20header%20MACH%20architecture.png)

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## [What MACH architecture means for CPG marketing ops](https://blog.shopperations.com/what-mach-architecture-means-for-cpg-marketing-ops)

You may have heard IT or digital transformation teams mention something called [MACH architecture](https://www.vml.com/insight/moving-towards-mach). It sounds technical, maybe even intimidating, but it’s a concept that CPG marketers should get excited about.

[Read More](https://blog.shopperations.com/what-mach-architecture-means-for-cpg-marketing-ops)

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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)

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