Shopper Marketing - January 2017 - 63
What percentage of your shopper marketing programs
are retailer-driven, brand-driven or truly collaborative?
COMPLETELY DRIVEN BY RETAILER OBJECTIVES
MOSTLY DRIVEN BY RETAILER OBJECTIVES
A TRUE COLLABORATION
MOSTLY DRIVEN BY OUR OWN OBJECTIVES
COMPLETELY DRIVEN BY OUR OWN OBJECTIVES
Which retailer is the biggest pain to work with?
INSTITUTE ANALYSIS: While various retailers received mention - and a few were
mentioned more than once (including Amazon, Costco, Kroger, Publix and Target) - the one
mentioned the most by far was Walmart. Here is a sampling of comments about the mass
merchant related to shopper marketing:
" Walmart is our biggest customer, and they don't want the brands to
invest in shopper marketing."
" They don't want to talk about promotion. Their only focus is on price,
which doesn't help shopper marketing efforts."
" They don't allow for any flexibility or creativity in stores, and this is
really hurting the ability to make a brand statement."
JANUARY 2017 SHOPPER MARKETING