SHOPPER MARKETING

Playbook & Toolkit

Follow this simple step-by-step playbook to develop a shopper marketing plan

that increases sales, builds shopper insights, and grows brand awareness.
Table of Contents SHOPPER MARKETING

Framework 03

Maturity Model 04

Introduction 06

stage 1 Learn About Shopper 08

stage 2 Analyze Opportunities 11

stage 3 Strategic Planning 14

stage
4 Technology Selection 18

stage 5 Campaign Execution 21

stage
6 Measure Results 23

Conclusion 25

About 26
 SHOPPER MARKETING
Framework
Click the buttons below to access all related
Leverage the framework below to quickly training, tools, templates, and other resources.
empower your organization’s shopper marketing strategy.

1 LEARN 2 ANALYZE 3 PLAN 4 TECHNOLOGY 5 EXECUTE 6 MEASURE

Best Practice Guide Maturity Assessment Profile Template Vendors Matrix Program Strategies Metrics Dashboard

Maturity Model Priortization Tool Profile Interview Vendor Selection Tool Coupon Practices

Roles Matrix Budget Template Competition Tracking System RFP Contest Practices

Business Case Insights Database Signage Practices

Journey Stages Mobile Practices

Strategy Workbook

Project Plan

Manager Job Description

 SHOPPER MARKETING
Maturity Model
STAGE 4 - World-Class
STAGE 3 - Mature
STAGE 2 - Progressive
Shopper
STAGE 1 - Undefined
Marketing Defined, integrated strategy for
Capabilities Defined, integrated strategy and
shopper marketing exists across the
organization, and campaigns are
Defined strategy and processes exist for processes exist for shopper marketing
tracked and measured by effectiveness
No defined strategy or process for integrated shopper marketing in pockets across the organization
Strategic of engagement and conversion
integrated shopper marketing in the organization
Integration

Shopper marketing is viewed as two Shopper marketing is recognized as Shopper marketing is viewed as
No distinction between brand-centric distinct approaches (Brand-centric vs. important for driving discovery, prefer- the key component in customer-
Organizational
(marketing) activation or customer- Customer-team) and budget and staff ence, and loyalty. Senior management engagement strategy, and it is the
Structure team (sales) activation resources are allocated accordingly via has a long-term commitment and provides primary focus for the marketing
integrated groups required resources for growth organization

Some, but not all, shopper marketing

Shopper marketing is taking an ad hoc There are comprehensive, end-to-end
There is a platform that performs platforms are integrated (campaign
approach to technology. Some solutions systems integrated with all shopper-
Tools & specific shopper marketing functions management, shopper insights,
are in place for shopper insights, content marketing related tools and platforms
Platforms marketing, and social media, but they are
with coordinated tools, applications, analytics, content marketing,
with tight integration to enterprise
and workflows social listening, CRM, marketing
not integrated systems (CRM, ERP, etc)
automation, etc.)

Decisions are made directly based

Shopper insights are collected for Shopper insights are separated from on historical collection and analysis
Shopper and consumer behavior is not
Shopper individual campaigns but are not consumer insights across the marketing of both shopper and consumer
tracked so decisions are made based
Insights on assumptions not facts
robust enough to fully understand team. Teams are starting to understand insights and are directly connected
ROI impact how behavior makes an impact on ROI to forecasting and measuring ROI
impact overall
 SHOPPER MARKETING
Shopper
Maturity Model
Marketing
Capabilities STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class

Digital experiences are an after- Sophisticated, high-impact digital Sophisticated and effective digital
Limited focus exists on creating digital
thought and not the driving force experiences are created based on experiences are delivered based on
Digital experiences for shopper marketing.
behind shopper marketing initiatives. detailed journey-mapping exercises shopper expectations and stage in the
Experiences Teams are focused on traditional
Experiences created do not have and measuring success by incremental purchase process to understand the
marketing approaches
largescale, positive brand impact revenue growth ROI of each campaign

The omni-channel experience is fully

All shopper marketing related chan- Plans for an integrated omni-channel
Omni-Channel Some aspects of the omnichannel integrated from brick-and-mortar stores
nels and systems are not integrated customer journey are in progress
Customer into a cohesive experience as data but channels and systems remain
customer journey integrated but not all to ecommerce with real-time instore
Journey systems and data are synchronized inventories and in-store pickup from
exist in silos disconnected
online orders

Enterprise-wide dashboard with visual

representation of shopper acquisition
Analytics are in place to monitor and Shopper marketing has a dashboard
and engagement by behavior,
Metrics & No defined metrics are collected or track basic shopper-marketing metrics to monitor performance across retail
experience, brand reach, etc. via
Measurement reported on such as sales lift and the percentage of partners and report on shopper-
in-depth shopper and consumer insight
shoppers who saw a specific program engagement metrics by campaign
collection and analysis across all
efforts, channels and campaigns

Want to rate your organization’s Shopper Marketing maturity with an

interactive tool? Download our Shopper Marketing Maturity Assessment VIEW RESOURCE
and get started today!
 1 2 3 4 5 6
Learn About Analyze Strategic Technology Campaign Measure
Shopper Opportunities Planning Selection Execution Results

Introduction

Getting to Know Shopper Marketing How to Use This Playbook

In an economy surrounded by brands, retailers and never ending This playbook consists of six stages, each with a description, steps,
shopping opportunities, Shopper Marketing is an essential tool and action items. Action items include using our premium tools and
that brings brands and retailers together under a singular goal: templates. Our intention with this playbook is to help you:
increasing sales.

From brand-led programs where the manufacturer works with

numerous retailers under a unified campaign, to retailer-led Understand shopper marketing and identify the
programs where brands join a retailer’s existing planned special, audience and partners you should focus on
such as a back to school sale, Shopper Marketing is all about the
partnership between the manufacturers that produce the brands
people consume, and the retailers that sell these products to Evaluate and select the technology that will be the
shoppers in their stores. backbone of your shopper marketing strategy

This playbook will take you through the six stages of an effective
Shopper Marketing program, providing you with best practices to
empower any effort, and a toolkit to enable immediate practical Plan and craft a strategy to increase sales, build
application of this knowledge. shopper insights and grow brand awareness

Although this playbook is meant to be applied from beginning to

end, in the sequence provided, it is possible that you may already
be working on a Shopper Marketing program and some of these
steps may not be necessary.

SHOPPER MARKETING 6
 1 2 3 4 5 6
Learn About Analyze Strategic Technology Campaign Measure
Shopper Opportunities Planning Selection Execution Results

Introduction

Outputs from This Playbook

Stage 1 - Learn About Shopper

Best Practice Guide, Maturity Model, Roles Matrix

Stage 2 - Analyze Opportunities

Priortization Tool, Budget Template, Business Case

Stage 3 - Strategic Planning

Profile Template, Profile Interview, Competition Tracking,
Insights Database, Journey Stages, Strategy Workbook

Stage 4 - Technology Selection

Vendors Matrix, Vendor Selection Tool, System RFP

Stage 5 - Campaign Execution

Program Strategies, Coupon Practices, Contest Practices,
Signage Practices, Mobile Practices

Stage 6 - Measure Results

Metrics Dashboard

SHOPPER MARKETING 7
 SHOPPER MARKETING

STAGE 1

Learn About Shopper

Discover how Shopper Marketing works, review the overall best practices, and understand how
to evaluate roles and maturity of a Shopper Marketing program.

STEP 1: Discover Shopper Marketing Best Practices

STEP 2: Understand Shopper Marketing Maturity
STEP 3: Evaluate the Roles Required for Success
 2 3 4 5 6
Introduction
1 Analyze Strategic Technology Campaign Measure
Opportunities Planning Selection Execution Results
Learn About
Shopper

STEP 1 STEP 2
Discover Shopper Marketing Best Practices Understand Shopper Marketing Maturity

Action Item Action Item

Read The Definitive Shopper Marketing Guide to discover Look at the Shopper Marketing Maturity Model to see
a distilled best practice approach to Shopper Marketing what shopper marketing looks like in both its most unre-
that will superpower your strategy and lead your organi- fined and world-class levels of execution.
zation in the direction of success.
SHOPPER MARKETING
Maturity Model
STAGE 4 - World-Class
STAGE 3 - Mature
STAGE 2 - Progressive
Shopper
STAGE 1 - Undefined
Marketing Defined, integrated strategy for
Capabilities Defined, integrated strategy and
shopper marketing exists across the
organization, and campaigns are
Defined strategy and processes exist for processes exist for shopper marketing
tracked and measured by effectiveness

VIEW RESOURCE VIEW RESOURCE

No defined strategy or process for integrated shopper marketing in pockets across the organization
Strategic of engagement and conversion
integrated shopper marketing in the organization
Integration

Shopper marketing is viewed as two Shopper marketing is recognized as Shopper marketing is viewed as
No distinction between brand-centric distinct approaches (Brand-centric vs. important for driving discovery, prefer- the key component in customer-
Organizational
(marketing) activation or customer- Customer-team) and budget and staff ence, and loyalty. Senior management engagement strategy, and it is the
Structure team (sales) activation resources are allocated accordingly via has a long-term commitment and provides primary focus for the marketing
integrated groups required resources for growth organization

Some, but not all, shopper marketing

Shopper marketing is taking an ad hoc There are comprehensive, end-to-end
There is a platform that performs platforms are integrated (campaign
approach to technology. Some solutions systems integrated with all shopper-
Tools & specific shopper marketing functions management, shopper insights,
are in place for shopper insights, content marketing related tools and platforms
Platforms marketing, and social media, but they are
with coordinated tools, applications, analytics, content marketing,
with tight integration to enterprise
and workflows social listening, CRM, marketing
not integrated systems (CRM, ERP, etc)
automation, etc.)

Decisions are made directly based

Shopper insights are collected for Shopper insights are separated from on historical collection and analysis
Shopper and consumer behavior is not
Shopper individual campaigns but are not consumer insights across the marketing of both shopper and consumer
tracked so decisions are made based
Insights on assumptions not facts
robust enough to fully understand team. Teams are starting to understand insights and are directly connected
ROI impact how behavior makes an impact on ROI to forecasting and measuring ROI
impact overall

There are some critical components in any shopper marketing

program that showcase how sophisticated the operations, tech-
nology and strategy really are.
Ensure you feel comfortable with the concepts behind the
unique sections that make shopper marketing what it is.

SHOPPER MARKETING 9
 2 3 4 5 6
Introduction
1 Analyze Strategic Technology Campaign Measure
Opportunities Planning Selection Execution Results
Learn About
Shopper

STEP 3
Evaluate the Roles Required for Success

Action Item

Review the Shopper Marketing Roles Matrix to quickly

understand the team required to effectively execute a
shopper marketing program.

VIEW RESOURCE

Whether you are looking to add responsibilities to your existing

sales and marketing team, or looking for a dedicated team of
human resources focused on shopper marketing, it is important
to understand the roles and responsibilities required within a
shopper marketing program.

SHOPPER MARKETING 10
 SHOPPER MARKETING

STAGE 2

Analyze Opportunities
Assess your existing Shopper Marketing maturity and determine strategic partnerships worth
pursuing, while assessing budgets and building the business case.

STEP 1: Assessing Your Shopper Maturity

STEP 2: Determine Strategic Partnerships
STEP 3: Define the Budget for Your Program
STEP 4: Build the Business Case for Shopper
 1 3 4 5 6
Introduction Learn About
2 Strategic Technology Campaign Measure
Shopper Planning Selection Execution Results
Analyze
Opportunities

STEP 1 STEP 2
Assessing Your Shopper Maturity Determine Strategic Partnerships

Action Item Action Item

Fill out the Shopper Marketing Maturity Assessment for Use the interactive Shopper Marketing Partnership
an interactive chart that will visually show you where you Prioritization Tool to understand which partners will be
stand with your current shopper marketing maturity. the best fit for your company.

VIEW RESOURCE VIEW RESOURCE

It’s a great idea to benchmark your current maturity with shopper Shopper marketing is all about the partnership between
marketing, so you can leverage your strengths and focus on brands and retailers.
growing any deficiencies.
Building these relationships is at the heart of what you are
By doing regular benchmarks you can track your team’s prog- looking to achieve, and is where the rubber hits the road with
ress and be aware of what areas need your attention as your any shopper marketing program.
program grows.

SHOPPER MARKETING 12
 1 3 4 5 6
Introduction Learn About
2 Strategic Technology Campaign Measure
Shopper Planning Selection Execution Results
Analyze
Opportunities

STEP 3 STEP 4
Define the Budget for Your Program Build the Business Case for Shopper

Action Item Action Item

Leverage the Shopper Marketing Budget Template to Leverage the Shopper Marketing Business Case
get a visual idea on current spending, and to keep your template for a slide presentation you can use to convince
program on track while it grows. leadership to approve your ideas.

VIEW RESOURCE VIEW RESOURCE

Without allocated resources, your shopper marketing program Now that you know more about what shopper marketing is, how
will never get off the ground. it works and why it’s so powerful, you will need to share these
discoveries with leadership in your company to get approval to
Ensure a budget is established to plan expenses required to
continue with the shopper marketing program.
plan and execute your program.

SHOPPER MARKETING 13
 SHOPPER MARKETING

STAGE 3

Strategic Planning
Plan your objectives and the metrics to measure their success, and begin gathering insights
about your shoppers and competition to build shopper profiles.

STEP 1: Build a Profile that Represents Your Shopper

STEP 2: Begin Gathering Insights About Shoppers
STEP 3: Build Your Shopper Journey Stages
STEP 4: Plan Your Objectives and Metrics
STEP 5: Complete and Present Your Plan
STEP 6: Hire Resources to Manage the Program
 1 2 4 5 6
Introduction Learn About Analyze
3 Technology Campaign Measure
Shopper Opportunities Selection Execution Results
Strategic
Planning

STEP 1 STEP 2
Build a Profile that Represents Your Shopper Begin Gathering Insights About Shoppers

Action Item Action Item

Once you have collected enough info about your ideal Fill out the Shopper Marketing Insights Database with
shopper(s), use the Shopper Marketing Profile Template any existing insights you have, and use it as a place to
to build specific profiles your team can utilize. store on-going discoveries about your shopper(s).

VIEW RESOURCE VIEW RESOURCE

Every marketing effort starts with the ideal buyer, and in the Insights about shopper behavior are critical to the success
case of shopper marketing, your ideal shopper or consumer. of any shopper marketing program. It is critical that you and
Ensure that you have a detailed profile for each shopper, so you your team collect and analyze insights on a regular basis to
can tailor your marketing programs to their specific situation. empower decisions you make about how to attract shoppers
to your program.
Helpful Hint – Leverage the Shopper Marketing Profile
Interview Questions template to get the questions you should Helpful Hint – Watch your competition to discover insights
consider asking anyone involved in a survey to research your from their existing programs using the Shopper Marketing
ideal shoppers. Competition Tracking tool.

SHOPPER MARKETING 15
 1 2 4 5 6
Introduction Learn About Analyze
3 Technology Campaign Measure
Shopper Opportunities Selection Execution Results
Strategic
Planning

STEP 3 STEP 4
Build Your Shopper Journey Stages Plan Your Objectives and Metrics

Action Item Action Item

Utilize the Shopper Marketing Journey Stages Template Utilize the Shopper Marketing Strategy Workbook to
to lay out the behaviors and insights for each stage of the help plan the high level execution-related objectives and
non-linear shopping journey to plan your campaigns. KPI’s for your shopper marketing program.

VIEW RESOURCE VIEW RESOURCE

Although most shopper marketing strategy has been centered Before starting any marketing program, it’s important to have a
on a linear approach, the truth is that shoppers often travel solid plan with specific objectives, performance indicators and
between stages and steps in a non-linear fashion, moving back timeframe to ensure the program is focused on specific results.
and forth as they make their decisions.
That said, it’s important to understand the stages shoppers
can travel between to build the best campaigns suited to their
non-linear activity and behaviors.

SHOPPER MARKETING 16
 1 2 4 5 6
Introduction Learn About Analyze
3 Technology Campaign Measure
Shopper Opportunities Selection Execution Results
Strategic
Planning

STEP 5 STEP 6
Complete and Present Your Plan Hire Resources to Manage the Program

Action Item Action Item

Modify and then present your Shopper Marketing Project Utilize the Shopper Marketing Manager Job Description
Plan to senior leadership to get the resources allocated to for your needs and post it online to find someone who can
execute your program. help manage your shopper marketing program.

VIEW RESOURCE VIEW RESOURCE

Getting approval on your initial plan, from leadership within In most cases, you will need at least one dedicated human
your company, is an important step that will both help build your resource managing your shopper marketing program.
team’s confidence on the work ahead, and secure the resources
Building a dedicated team will ensure the best results, but your
required to bring the program to life.
program may need to start by assigning tasks to your existing
sales and marketing teams to save budget.

SHOPPER MARKETING 17
 SHOPPER MARKETING

STAGE 4

Technology Selection
Evaluate technology solutions that enable your team to bring
your Shopper Marketing program to life.

STEP 1: Discover Shopper Marketing Vendors

STEP 2: Determine the Best Vendor(s)
STEP 3: Build an Integrated Shopper System
 1 2 3 5 6
Introduction Learn About Analyze Strategic
4 Campaign Measure
Shopper Opportunities Planning Execution Results
Technology
Selection

STEP 1 STEP 2
Discover Shopper Marketing Vendors Determine the Best Vendor(s)

Action Item Action Item

Review the Shopper Marketing Vendors Matrix to find Use our interactive Shopper Marketing Vendor Selec-
technology solutions that suit your needs. tion Tool to discover the best vendor(s) for your program
based on what matters most to your company.

VIEW RESOURCE VIEW RESOURCE

Evaluate shopper marketing technology solutions that enable More often than not, there are multiple vendors you may be
your team to bring your Shopper Marketing program to life. interested in pursuing for your shopper marketing program.
These technologies can bring incredible insights, or provide a It’s important to score these vendors based on what your
competitive unique way to present your program to your ideal company needs most to find the perfect fit.
shopper(s).

SHOPPER MARKETING 19
 1 2 3 5 6
Introduction Learn About Analyze Strategic
4 Campaign Measure
Shopper Opportunities Planning Execution Results
Technology
Selection

STEP 3
Build an Integrated Shopper System

Action Item

Use our Shopper Marketing System RFP to discover the

best vendor(s) with the skillset required to integrate all of
your systems together into a single Shopper Marketing
system.

VIEW RESOURCE

Your CRM, Marketing Automation, Loyalty Card, Customer

Service and other systems will need to be integrated into a
single Omni channel.
Using an RFP template will help you get the ball rolling on
finding the right partners to bring this system to life.

SHOPPER MARKETING 20
 SHOPPER MARKETING

STAGE 5

Campaign Execution
Prepare and launch campaigns that are based on existing best practices.

STEP 1: Review Main Strategies, Tactics & Trends

STEP 2: Launch Campaigns Based on Best Practices
 1 2 3 4 6
Introduction Learn About Analyze Strategic Technology
5 Measure
Shopper Opportunities Planning Selection Results
Campaign
Execution

STEP 1 STEP 2
Review Main Strategies, Tactics & Trends Launch Campaigns Based on Best Practices

Action Item Action Item

Review the Shopper Marketing Program Strategies Leverage the Coupon Best Practices, Contest Best Prac-
template for suggestions on the most widely used tactics, tices, Digital/Traditional Signage and Retail Mobile Best
trends and channels for a shopper marketing program. Practices checklists to ensure best practices are followed
for your campaigns

VIEW RESOURCE VIEW RESOURCE

It’s always helpful to constantly review the different approaches During any shopper marketing program, ensure you are lever-
you can make in any shopper marketing program, both as aging best practices for any specific campaign approach to
you build your campaigns, and also to help improve existing maximize your chances for success.
campaigns.
At its core, if a shopper marketing program gathers insights and
builds a relationship, it’s already valuable even before direct ROI.

SHOPPER MARKETING 22
 SHOPPER MARKETING

STAGE 6

Measure Results
Measure the results of your campaigns to determine return on investment (ROI).

STEP 1: Measure the Results of Your Campaigns

 1 2 3 4 5
Introduction Learn About Analyze Strategic Technology Campaign
6
Shopper Opportunities Planning Selection Execution
Measure
Results

STEP 1
Measure the Results of Your Campaigns

Action Item

Use the Shopper Marketing Metrics Dashboard to track

key metrics in your campaigns, so they can be easily and
visually shared with senior leadership.

VIEW RESOURCE

The final step in any shopper marketing program is ongoing.

You will need to carefully measure the results of your campaigns
over time to prove revenue impact, and leverage insights gath-
ered for future campaigns.

SHOPPER MARKETING 24
SHOPPER MARKETING

Conclusion
At the end of any business process, it’s always a good idea to review it
and identify areas for improvement.

Demand Metric has the tools and expertise to help you build an effective
Shopper Marketing plan:
Creating or auditing your Shopper Marketing plans
Assisting with using any of the tools referenced in this playbook
Providing hands-on marketing assistance to accelerate achieving
your marketing department’s goals.
SHOPPER MARKETING

About ANA
The ANA (Association of National Advertisers) makes a difference
for individuals, brands, and the industry by driving growth, advancing
the interests of marketers and promoting and protecting the well-
being of the marketing community.

Founded in 1910, the ANA provides leadership that advances marketing

excellence and shapes the future of the industry. The ANA’s member-
ship includes more than 1,000 companies with 15,000 brands that
collectively spend or support more than $400 billion in marketing
and advertising annually. The membership is comprised of more than
750 client-side marketers and 300 associate members, which include
leading agencies, law firms, suppliers, consultants, and vendors.

Further enriching the ecosystem is the work of the nonprofit ANA

Educational Foundation (AEF), which has the mission of enhancing
the understanding of advertising and marketing within the academic
and marketing communities.
 SHOPPER MARKETING

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