Shopper Marketing: Re-Architecting Shopper Marketing for Maximum Performance
May/June 2010
EXECUTIVE OVERVIEW

 
SymphonyIRI's Times & Trends highlights new developments and critical events across all major CPG categories and channels, providing powerful benchmarking data to help guide your strategic decisions. This issue of Times & Trends provides insights into the consumer mindset throughout each stage of the purchase cycle, from planning to purchase. Insights such as these provide a critical foundation for marketing strategies aimed at delivering the right products, to the right place, at the right price, at the right time, and creating a shopping experience that keeps the best shoppers coming back for more. A free summary is also accessible via the GMA website at www.gmaonline.org.


INTRODUCTION

Over the course of the recession, consumers have made significant changes to their daily rituals. Across a wide range of daily tasks, today’s consumers have become quite self-reliant. And they have turned to CPG marketers to help them get it done. From this perspective, it is a time of great opportunity for the packaged goods industry.

But the road to success is not easy. Today’s CPG environment is quite different from days gone by. Old marketing tricks, it seems, just don’t work anymore. It’s time for a new playbook.

In this new playbook, the shopper will play the lead role. Tomorrow’s most effective marketing programs will be based upon a 360 degree view of the shopper. And, that shopper perspective will be at the individual level, rather than aggregate level.

The good news is that the information necessary to write this playbook already exists. Now, the challenge is to harness that information, cultivate it into knowledge, and use that knowledge to develop and execute programs that drive not only purchase behavior, but also true shopper loyalty.
 

SELECT FINDINGS

In an environment marked by intense competition, rapidly changing media, and fragmented brand loyalty, CPG marketers are faced with the fact that the “old way” of marketing is simply not bringing the desired results.

Today’s consumers follow a wide range of CPG shopping strategies and are influenced by many factors, including life stage, need state and more.
 

Important Loyalty/Discount Program Features
As % of shoppers

click here

 

Trip missions have been used successfully for years as a key indicator of shopper purchase behavior, but, as shopping patterns change, these analyses are being augmented by more comprehensive shopper-centric analyses known as trip route analyses.
 

Trip Mission as % Dollar Sales
By Channel - 2010
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Store selection is a complex process that is influenced by a range of factors, most of which tie to three core values: time, money and quality.

Merchandising activity has escalated as CPG marketers vie for share of wallet; price-only actions are being heavily leveraged across a wide range of CPG categories and departments.

 

 

 

 

 


                         


Source: SymphonyIRI Times & Trends
SymphonyIRI Group, formerly named Information Resources, Inc. (“IRI”), is the global leader in innovative solutions and services for driving revenue and profit growth in CPG, retail and healthcare companies.