The Principles

THE RETAIL COMMISSION ON SHOPPER MARKETING identified six principles to serve as a guide to shopper marketing: Focus on the Shopper/Consumer: Shopper marketing must leverage research and insights to develop strategies that will resonate with targeted shopper segments. Enabled by Retailers: Manufacturers will align with the retailer's marketing and shopper segmentation model to develop strategic programs

THE RETAIL COMMISSION ON SHOPPER MARKETING identified six principles to serve as a guide to shopper marketing:

  1. Focus on the Shopper/Consumer: Shopper marketing must leverage research and insights to develop strategies that will resonate with targeted shopper segments.

  2. Enabled by Retailers: Manufacturers will align with the retailer's marketing and shopper segmentation model to develop strategic programs rather than merely offering tactical campaigns.

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