At The Frontline Of Shopper Marketing
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| Author | : Marcellis Maria Zondag |
| Publisher | : |
| Total Pages | : 263 |
| Release | : 2012 |
| Genre | : |
| ISBN | : |
Shopper marketing is an integrated marketing strategy increasingly used in the retail channel for Consumer Packaged Goods. The main characteristic of shopper marketing is close collaboration between retail channel partners with the objective to engage customers and potential customers prior to, during, and after shopping trips. The goal of shopper marketing is to create a mindset and physical store environment that facilitates shoppers' purchasing decisions. The in-store manifestations of shopper marketing represent the culmination of the channel partners' joint efforts and are crucial to the success of shopper marketing as a newly minted marketing strategy. In-store shopper marketing may well take the form of traditional product and sales promotions, but they are fundamentally different: First, shopper marketing initiatives are mainly based on shopper insights. Second, they are often customized for different stores. Third, the initiatives are highly dependent on cross-organizational execution. Notwithstanding this inherent strategic charge, empirical studies show that the execution of shopper marketing events in retail stores remains at a low 40% to 60%. Studies 1 and 2 of this dissertation are micro-level studies of the interactions between consumer goods sales representatives and store department managers. Study 1 is an exploratory, grounded theory-based investigation of the social and business processes that comprise the in-store execution of shopper marketing initiatives. Study 2 is a survey-based explanatory study that investigates to what extent the degree of fit between the individual actors' intrinsic motivation and relationship commitment is a predictor for the level of execution of the in-store promotional events. The results of the research show how the functional aspects of frontline relationships are more prominent that extant sales and marketing literatures would lead one to expect. The theoretical and managerial implications of these findings are discussed in the context of fielding a dedicated CPG sales team.
| Author | : Hannah Joy Stolze |
| Publisher | : |
| Total Pages | : 169 |
| Release | : 2012 |
| Genre | : |
| ISBN | : |
The purpose of this dissertation is to examine the phenomenon of cross-functional integration of frontline employees supporting complex marketing initiatives. This dissertation contributes to research and managers through the exploration of how integration takes place, how knowledge is integrated across functions through social ties between people, and to begin to inspect its effects on the performance of marketing strategies. Integration captures the state of collaboration and coordination between individuals within and between a firm's functions. To date, cross-functional integration has been conceptually developed, but not empirically evaluated. An extensive, multi-disciplinary literature review provides the foundation for understanding integration within the specific marketing context of shopper marketing. Shopper marketing is a marketing strategy that focuses on the consumer in shopping mode, requiring integral collaboration between functions (specifically marketing-logistics) and supply chain partners (manufacturer-retailer) in order to meet shopper needs. The flow of information and knowledge from consumer-retailer-manufacturer is dependent on an integrated network of social connections. Based on literature and theory, this research contends that the social network contributes to cross-functional integration, creating shopper marketing effectiveness through operations execution. This dissertation examines the phenomenon of integration in two manners. First, an exploratory study seeks to map the supply chain social network of a firm implementing shopper marketing initiatives. Employing social network analysis, mapping the flow of ties between actors in the network, offers insight into the flow of knowledge and information that might bolster/impede shopper marketing implementation. Second, a theoretical survey design tests the antecedents and consequences of cross-functional integration. The social network (connections between actors in the organization) concepts including relational embeddedness, socialization, and shared interpretation are explored as antecedents to cross-functional integration. The impact of cross-functional integration of individual performance is then tested as a measure of the service quality the frontline employee provides to retail customers. In short, these two studies will contribute to a holistic understanding of the supply chain management of shopper marketing through cross-functional integration and raise questions that should be addressed in future research.
| Author | : Daniel J. Flint |
| Publisher | : Pearson Education |
| Total Pages | : 289 |
| Release | : 2014 |
| Genre | : Business & Economics |
| ISBN | : 0133481425 |
The shopper marketing methodology is a powerful, complete approach for satisfying target consumer demand at the point of maximum influence, and thereby driving consumers to purchase. It gives companies a far deeper understanding how consumers behave as shoppers, and leverages this intelligence across the entire supply chain to benefit all stakeholders: companies, brands, consumers, retailers, and shoppers. Shopper marketing requires supply chain partners to smoothly integrate complex sets of marketing and sales tools, in order to engage shoppers, build brand equity, and persuade shoppers when they move into "shopping mode." Internally, it also demands deeper coordination of R and D, marketing innovation, operations, logistics, and distribution. It isn't easy, but it offers remarkable, proven results that are virtually unachievable any other way. In Shopper Marketing , three of the field's pioneering innovators and consultants bring together state-of-the-art insights, strategic approaches, and supply chain execution methods for successfully employing shopper marketing initiatives throughout your organization. Dan Flint, Chris Hoyt and Nancy Swift clearly explain what shopper marketing is, and why it is critical for marketers to master. They review each of its six objectives and eight foundational principles, demonstrating how to adapt and apply it in your environment, overcome obstacles, and systematically create value along your entire "path to purchase." Drawing on their unsurpassed consulting experience, they also assess emerging trends and their implications, helping you deepen customer loyalty, extend competitive advantage, and improve profitability for years to come.
| Author | : Markus Ståhlberg |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 295 |
| Release | : 2012-02-03 |
| Genre | : Business & Economics |
| ISBN | : 0749464720 |
Shopper Marketing details how marketers can influence the buying decision in-store. The 35 contributors from top companies around the world have packed the book with practical advice on shopper needs and trends, retail environments, effective packaging and much more to equip product and brand managers, packaging experts, merchandising specialists and more with the tools they need to be successful in this field of sales promotion. The second edition of Shopper Marketing has been fully updated to include a new forward by marketing guru Philip Kotler and 12 new articles that reflect the current changes in the fast growing area, focusing specifically on the international scope, the online presence and the future of shopper marketing. New case studies from India, China, Brazil and Japan also add to the depth and breadth of the first edition.
| Author | : Georg August Krentzel |
| Publisher | : Routledge |
| Total Pages | : 229 |
| Release | : 2020-06-07 |
| Genre | : Business & Economics |
| ISBN | : 0429574711 |
Strategic Shopper Marketing provides a uniquely strategic perspective on the “anything, anywhere, anytime” retail revolution. Following the principles set out by leading global consultant Georg August Krentzel, a practitioner can connect shopper marketing principles with strategic concerns, aligning it with other disciplines like marketing, sales and distribution to connect their route to purchase with their route to market. Providing professionals with a theoretically well-founded understanding of shopper marketing, the book charts the history and development of shopper marketing and describes the newest developments and changes in the marketplace that impact how shoppers need to be activated to generate profitable sales and loyalty. The book presents a guideline with examples and numerous illustrations to develop successful shopper marketing strategies across different sales channels. Focused on practice, but with solid theoretical foundations, practical insights and methodologies, and enriched with examples, this book is ideal for marketing practitioners at strategic levels looking to integrate shopper marketing principles into their organization, as well as for those less experienced practitioners learning the principles, and those in marketing education.
| Author | : Venkatesh Shankar |
| Publisher | : |
| Total Pages | : 50 |
| Release | : 2011 |
| Genre | : Consumer behavior |
| ISBN | : 9780982387733 |
Shopper Marketing will help managers think systematically about shopper marketing challenges and opportunities. By defining shopper marketing to encompass all marketing activities that influence a shopper along, and beyond, the path-to-purchase, Shankar provides a unified framework for manufacturer and retailer collaboration. He encourages a win-win perspective in which manufacturers and retailers align their marketing activities to meet shopper needs and build better relationships with customers.
| Author | : NITISH. RAI. GUPTA |
| Publisher | : |
| Total Pages | : |
| Release | : 2016 |
| Genre | : |
| ISBN | : 9789384052751 |
| Author | : Rebecca Brooks |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 205 |
| Release | : 2022-04-03 |
| Genre | : Business & Economics |
| ISBN | : 1398603627 |
Should I advertise on TV? Is print dead? Should I work with an influencer? Should I promote my product through Facebook and Instagram ads? What about TikTok? How do brands get shoppers to say "yes" in an increasingly complex, fragmented and fast-changing world? Constant change, rapid innovation, category disruptors, rising shopper expectations and new access to goods and services have made consumers and shoppers incredibly adept at wading through oceans of research and information. Before making a purchase decision, your brand's target consumer is a shopper. With more choices than ever before, shoppers are becoming increasingly promiscuous, opening themselves up to new brands, products and shopping channels. In Influencing Shopper Decisions, the authors are market researchers who reveal how brands can help shoppers say "yes" by better understanding consumer decision-making. By tracking the evolution of the shopper mindset from the First Moment of Truth to Google's infamous ZMOT, the authors outline a new paradigm for shopping behavior that focuses on shopper needs, priorities and context. Whether you're a CPG brand marketer, digital media company or small business owner, Influencing Shopper Decisions provides an unparalleled understanding of the shopper mindset and the keys to unlocking it. After explaining the forces that drive consumer decision-making, the authors outline key insights and strategies that marketers can use to maintain relevancy and grow engagement with consumers.
| Author | : Jesko Perrey |
| Publisher | : John Wiley & Sons |
| Total Pages | : 337 |
| Release | : 2011-03-08 |
| Genre | : Business & Economics |
| ISBN | : 0470979771 |
Today's shoppers go online to research locations, compare prices or read reviews before they go to a store, and as soon as they are back home, they post details about their shopping experience on Facebook or other social media platforms. Online agencies rave about viral campaigns, guerrilla marketing and 360° communication. IT specialists are peddling one-to-one marketing tools and integrated customer data warehousing solutions. Should retailers care about any of this? The authors of this book firmly believe that they should — but in an environment of accelerating change, even veterans of the retail trade are looking for guidance on how to embrace the challenges thrown up by the evolving retail marketing landscape: How do I combine traditional and new marketing vehicles? How can I stay on top of what my customers want? How can I reach them efficiently? Do they still look at leaflets, or should I shift local marketing funds to social media? How can I leverage unique retail touch points, such as the POS, for value creation? Successful retail management might once have been about ‘just doing it’, but that is no longer the case. This book offers retail professionals practical and robust ways to improve the performance of their marketing function and align marketing investments with business objectives. This book consolidates the know-how of more than 30 practitioners in the field, created and refined over many years together with leading international companies. It covers some of the latest and most sophisticated approaches to the subject, yet it is anything but a theoretical treatise. The authors' hands-on approach and the wealth of case examples make it an essential guide for all consumer-minded retailers. (from the Foreword by Dr Klaus Behrenbeck, Director, McKinsey & Company, Inc., Leader Consumer Industries & Retail Group, Europe)
| Author | : Francisco J. Martinez-Lopez |
| Publisher | : Springer Nature |
| Total Pages | : 178 |
| Release | : 2020-05-13 |
| Genre | : Business & Economics |
| ISBN | : 3030477649 |
This proceedings volume highlights the latest research presented at the 7th International Conference on Research on National Brand & Private Label Marketing (NB&PL2020, Barcelona, Spain). The topics covered include: retailing, private label portfolio and assortment management, marketing of premium store brands, using national brands to exclude (delist) and include, optimal assortment size, consumer store patronage, etc. Several contributions also focus on private label pricing and promotion, especially on the relative pricing of standard and premium private labels, and with regard to the national brands in the assortment. Further questions addressed here include: Should store brands be promoted? If so, what types of promotion should be used? How can private label penetration, especially premium private labels, best be dealt with? Are dual branding and coupons viable options?
