How to organise for shopper marketing
Shopper marketing sits at the heart of the commercial team, and when it works shopper marketing supports and enhances the integration of marketing and sales activities. When it doesn’t work, shopper marketing can drive a wedge between the two, reducing communication and alignment.
There are many models which can be applied, and what is right for your business depends on your business goals, your brand portfolio, channel complexity, and the way your business works at a global, regional and national level.
Whilst there is no one answer for how to prepare an organization to get the best from shopper marketing, we do see some critical success factors that really help create value from shoppers.
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