Shopper Marketing - May 2017 - 63
talk through a business challenge and develop a solution that works for both groups,"
Kjome says. "On the retailer side, that could be
something like increasing foot traffic, building
trip frequency or retaining shoppers both online and in-store. For manufacturers, it could
be getting a new product off to a strong start
or ensuring a brand is available in relevant
places throughout the store."
It takes a village comprising multiple disciplines from both sides - and, sometimes, multiple CPG manufacturers and retail buyers - to
develop and execute insight-based programs
pegged to each retailer's banners and shopper, says Greg Pukas, senior director of global
sales effectiveness and revenue management
"Shopper solutions" programs that bring
together all the ingredients to make s'mores,
for example, or the items necessary for a tailgate party require "high-order collaboration
and a joint goal," Fitzmaurice says.
CPG marketers "may employ the same tactics across multiple retailers for efficiencies,
but they need to make sure that those tactics
resonate equally well with the shoppers at
each one," Kjome says.
An example would be Pfizer's pain relief
program combining Advil and ThermaCare
heatwraps. "The program was brought to life
differently at each retailer," Pukas says, with
store displays featuring professional moms
at Target, blue-collar workers at dollar stores,
and gardeners and broader lifestyle messaging at CVS. Yet all executions were based "on
the same broad consumer insight that consumers consider pain relief as a process and
they layer solutions to get relief."
Wise - and realistic - CPG manufacturers and
retailers recognize their codependence and
intertwined destinies, and they work to establish more open, collaborative, trust-based and
results-oriented partnerships than they've
had in the past. In a true partnership, each
party benefits from the exchange of insights
and post-program analytics that build "a better understanding of shopper behavior and
the types of initiatives that build long-term
growth for their respective brands and categories," Kjome says. "The key is to create,
evaluate and learn from our shopper marketSM
ing efforts together."
" [CPG marketers] may employ the same tactics
across multiple retailers for efficiencies, but they
need to make sure that those tactics resonate
equally well with the shoppers at each one."
Jeff Kjome, shopper marketing director, Jack Link's
MAY 2017 SHOPPER MARKETING y