Shopper Marketing - June 2017 - 22
Shoptology Identifies 'Deadly
Sins' that Limit Collaboration
By Tim Binder
new York - If you know anything about the
discipline of shopper marketing, surely you are
familiar with the term collaboration. And you
probably think collaboration happens all the
time. "Not so much," says Shoptology's Julie
Quick. At least not in the truest sense of the
word: "The action of working with someone to
"There's an old saying: If I had a penny for every time this industry used the word collaboration, I'd be rich. But if I had $100 for every time
someone actually did it well, I might struggle
to buy you lunch. It's something that gets talked about a lot, but it's something that's not
really well understood or practiced."
Quick, SVP, insights and strategy, presented
alongside Shoptology CEO Charlie Anderson
during a Shopper Marketing Summit seminar
"Collaboration is good business, and it can
create really big results," Quick said. "But it's
about breaking through, doing something
new or doing something different. It's not a
matter of matching a couple of companies.
Working together doesn't guarantee success."
As shopper marketing evolves and the retailers and brands respond to the fundamental
shifts in shopping that are occurring today,
collaboration is increasingly important. But
there are challenges: "Collaboration is not often owned as a discipline," Anderson said. "It's
y SHOPPER MARKETING JUNE 2017
at least as important as any of the other disciplines in getting ideas to market, but it falls
through the cracks."
To understand the challenges, Shoptology
recently talked with multiple industry-leading
executives on the topic of collaboration. The
agency identified multiple "deadly sins" that
are committed and also how marketers can get
on the "road to redemption."
According to Shoptology, here are the deadly sins of collaboration:
Misalignment: You don't have a shared goal
and the desire to create something new. "You
can't start muddily confused and expect to
get magically clear as the process goes along,"
Self-centeredness: You hope to change your
partner through collaboration, and your collaboration is really negotiation in disguise. "Just
that attitude can shut down avenues that might
lead to more creative or even bigger opportunities," Anderson said.
Running in circles: You lack a process for collaboration. "It's surprising how many people
don't have a clear roadmap of how to get to the
finish line," said Quick, offering Shoptology's
Co-Lab process as a way to help.
Stopping short: You won't make the first move
to invest, and you quit before you get to in-