Shopper Marketing - May 2017 - 60
FEATURE | WORKING WITH RETAILERS
" What works is when CPG ideas are ownable by (the retailer) -
something we can put our stamp on. What we don't want is
something canned, cookie-cutter or brand-centric."
A retailer's partnership marketing director
fits our schedule and programs, and appeals
to our shopper," Bob says. "What we don't
want is something canned, cookie-cutter or
While many CPG marketers grasp the importance of meeting the needs of a specific
retailer's shopper, "there are times we will create programming that doesn't hit the mark,"
says Steve McGowan, director of shopper
marketing at Mondelez International. "The
key is to learn from the program and ensure
that future programs reflect that learning."
Another common mistake CPG marketers
make is "focusing planning discussions on
how their brand will get increased lift from a
specific initiative," Young says. "If a shopper
marketing initiative simply involves stealing
share from another brand and doesn't drive
overall category growth, you're only catering
to your own needs."
That doesn't fly with retailers. "The pithy
way to put it is: It's not about you," Fitzmaurice
says. "If you come in talking only about your
brand's goals and direction, you're not having
the type of relationship and discussion retailers want."
On the other hand, if the CPG marketer
comes in with "a rising-tide-lifts-all-ships men60
y SHOPPER MARKETING MAY 2017
tality and solutions that help the overall category win, then they are effective partners
that retailers will want to work with again and
again," says Matt Silvestri, a group account director at The Integer Group who works with
Walmart and Sam's Club.
Finding alignment and fitting in
Once CPG marketers thoroughly understand
retail partners and their shoppers, they can
deepen the relationship by identifying strategy alignments and opportunities to participate in retailer-led initiatives. "For retailers, it
is very important for CPG brands to fit within
their existing plans since the retailer is planning for the entire category, not just an individual brand," Silvestri says.
Many retailers hold annual vendor fairs or
summits to share their plans, priorities and
event calendars with CPG partners. "It's helpful when vendors step up, commit early and
get on board to bring our important events
to life," says a regional retail chain's director
of customer loyalty and shopper marketing
whom we'll call John. "If CPGs play hard at
banner-led opportunities, we will be more
receptive to their program ideas."
As CPG marketers are well aware, a retailer's