Shopper Marketing - May 2017 - 62
FEATURE | WORKING WITH RETAILERS
" There are times we will create programming that
doesn't hit the mark. The key is to learn from
that and ensure that future programs reflect
Steve McGowan, director of shopper marketing, Mondelez International
calendars and plans are subject to change on
short notice due to "hypersensitivity to sales
figures week by week," Bob says. "Decisions
are driven by a 'win the week' mindset."
Therefore, brands must be "flexible and
nimble when working with retailers, as change
is constant within the retail environment and
the speed of retail itself can be challenging,"
An ideal brand-retailer relationship is "highly
collaborative, highly adaptable and accountable on both sides," McGowan says. "We need
to hold each other accountable for our commitments while being adaptable to changing
The criteria for the Kantar Retail PoweRankings are the building blocks of an ideal
relationship. "What makes retailers give manufacturers high marks is a clearly articulated
strategy, grounded in shopper insights, that
demonstrates an understanding of the retailer's objectives," Fitzmaurice says.
While retailers appreciate the national picture and consumer insights, "manufacturers
that only present broad insights aren't dem62
y SHOPPER MARKETING MAY 2017
onstrating that they're in touch with the retailer's specific priorities," Kjome says.
Presenting initiatives that "clearly incorporate a retailer's insights and priorities into the
plans is a critical best practice," he adds.
Many retailers share or sell shopper data
and program analytics to CPG companies,
and "we like to see CPGs use that data to better inform them on how to work with us,"
Another best practice Kjome counts as critical is "establishing check-ins after program
completion in order to share results, get retailer input and agree on learnings to apply to
To recap, best practices for brand-retailer
n Developing a long-term vision for the brand
category as a whole.
n Bringing insights and initiatives that support each retailer's agenda.
n Using key performance metrics to measure
success as defined by both parties.
The whole package
"I think an ideal relationship would be when a
retailer and a manufacturer can get together,