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.

  3. Delivers Execution Excellence: Retailers must adopt procedures and measurement systems to ensure functional alignment internally.

  4. Driven by a Strategic Planning Process: Partnerships will link to the business plans of both retailer and manufacturer.

  5. Delivers Real Shopper Value: Effective shopper marketing looks beyond short-term incentives to enhance the shopper's experience and deliver the promised value.

  6. Creates Efficiencies and Improved Returns: Collaborative shopper marketing must deliver more efficient ways to reach targeted shoppers.