Shopper Marketing - October 2017 - 77

How do shopper insights fit into your
organization?
IDELCHIK: Shopper insights is a starting
point for all we do. The team feeds the information and the insights into the planning
process from the beginning, so all recommendations and programs are substantiated and tangible. The shopper insights team
acts on business priorities by category and
then fills in the info gaps with the tangible
and actionable facts. We interact across all
functions daily - from the brand teams, to
trade marketing, shopper marketing, sales
and category management.
What are some of the key skills required to
excel in shopper insights?
IDELCHIK: The starting point is curiosity
and hunger to learn. It is also followed by
the ability to synthesize a lot of information
(connecting the dots) and the ability to tell
a story. We then "code" the information into
the language that each function needs -
each element of research could be applicable to each function but in a slightly different
way. So in a way we are internal and external
consultants. The ability to ensure the information is valuable, easy to understand and
actionable is what makes the teams come
back to us and trust in our work.
How do consumer insights differ from
shopper insights?
IDELCHIK: Consumer insights focus on how
people consume products at home and become loyal to brands. Such methodologies

as brand equity studies, ad copy testing or
package/claim design support consumer insights. On the other hand, shopper insights
focuses on how people buy in-store and
how would we influence their behavior and
make their experience easier. In this case, we
would focus on defining planogram principles, build new at-shelf education solutions,
or define the key drivers of retailer choice
within our categories.
Are the two disciplines complementary?
If so, how?
IDELCHIK: We have to remember that in
many instances, the shopper is a consumer, and if not, they are still linked. As such,
we look at ourselves as "cousins." Some research and reports are very helpful to build
general category understanding and both
functions use them simultaneously - for example, attitude and usage studies. When
we research in-store behaviors, they are still
highly critical for our brand and consumer
work and are always shared.
How does RB use research to develop
shopper insights?
IDELCHIK: We define our research into three
levels. The first two areĀ general shopper understanding (foundational studies like pathto-purchase or planogram principles work)
and specialized studies that zoom in on a particular business question. An example of this
would be a study of one segment or learning
about a particular product attribute that can
redefine a shopper approach in-store. The
OCTOBER 2017 SHOPPER MARKETING y

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Table of Contents for the Digital Edition of Shopper Marketing - October 2017

Contents
Shopper Marketing - October 2017 - Intro
Shopper Marketing - October 2017 - 1
Shopper Marketing - October 2017 - 2
Shopper Marketing - October 2017 - 3
Shopper Marketing - October 2017 - Contents
Shopper Marketing - October 2017 - 5
Shopper Marketing - October 2017 - 6
Shopper Marketing - October 2017 - 7
Shopper Marketing - October 2017 - 8
Shopper Marketing - October 2017 - 9
Shopper Marketing - October 2017 - 10
Shopper Marketing - October 2017 - 11
Shopper Marketing - October 2017 - 12
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Shopper Marketing - October 2017 - 14
Shopper Marketing - October 2017 - 15
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Shopper Marketing - October 2017 - 17
Shopper Marketing - October 2017 - 18
Shopper Marketing - October 2017 - 19
Shopper Marketing - October 2017 - 20
Shopper Marketing - October 2017 - 21
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Shopper Marketing - October 2017 - 26
Shopper Marketing - October 2017 - 27
Shopper Marketing - October 2017 - 28
Shopper Marketing - October 2017 - 29
Shopper Marketing - October 2017 - 30
Shopper Marketing - October 2017 - 31
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Shopper Marketing - October 2017 - 35
Shopper Marketing - October 2017 - 36
Shopper Marketing - October 2017 - 37
Shopper Marketing - October 2017 - 38
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Shopper Marketing - October 2017 - 40
Shopper Marketing - October 2017 - 41
Shopper Marketing - October 2017 - 42
Shopper Marketing - October 2017 - 43
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Shopper Marketing - October 2017 - 46
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Shopper Marketing - October 2017 - 77
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Shopper Marketing - October 2017 - 89
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Shopper Marketing - October 2017 - 91
Shopper Marketing - October 2017 - 92
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Shopper Marketing - October 2017 - 113
Shopper Marketing - October 2017 - 114
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Shopper Marketing - October 2017 - 116
Shopper Marketing - October 2017 - 117
Shopper Marketing - October 2017 - 118
Shopper Marketing - October 2017 - 119
Shopper Marketing - October 2017 - 120
Shopper Marketing - October 2017 - 121
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Shopper Marketing - October 2017 - 170
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