Selling-in iShopper Marketing Concepts

For most shopper marketers, the integration of online, mobile and social media -- what we're calling iShopper Marketing -- still comes with a good deal of trial and error. But that doesn't mean a brand's approach when selling-in the program concept to a retail account should be any less conscientious, according to a recent virtual roundtable discussion conducted by RetailWire. If anything, say panelists, with new digital media come a wider range of options to influence consumers along the path to purchase and greater responsibility to track performance.

As in the past, an iShopper Marketing program concept presentation should offer a solution to a business challenge or opportunity. "To that end," said Richard Butwinick, president of MarketingLab, in our roundtable, "demonstrating shopper and retailer insights knowledge, how they influence the recommended concept and how you communicate the concept along the shoppers' path to purchase is critical."

"While shopper marketing continues to be the buzz topic that both retailers and brand owners talk about, there remains the question in the retailer's mind as to who knows their customer better," commented Joel Warady, chief marketing officer, Enjoy Life Foods. "The brand owners want to share their knowledge of the customers' buying habits, but of course their goals might be slightly different than the retailer's goals. Therefore, it is important that the manufacturer comes to the meeting with a great shopper story, and with sound data behind the story."

James Tenser, principal, VSN Strategies concurs and believes recent developments indicate greater reliance on business intelligence as applied to shopper marketing.

"A proposal that presents sensible alignment with existing frequent shopper segmentation may earn traction," said Mr. Tenser. "This is less easily accomplished at some of the largest EDLP chains -- like Walmart, Publix, Dollar General -- who deliberately avoid card-based marketing."

When it comes to digital media, brands can potentially add forms of performance tracking information -- previously impossible with traditional media -- to their information arsenal. How does this change the collaborative picture?

"Tracking is one thing; integration is another," replied Carol Spieckerman, president of newmarketbuilders. "Retailers have actually been quite open to the idea that not everything that matters can be measured. However, once something can be measured, the next step is to figure out how to derive insights and integrate them with complementary data -- both structured and unstructured."

Richard Butwinick sees the potential for more meaningful metrics with digital media. "They will be able to not only measure reach, as with an FSI, but how many actually read the message or shared it with a friend via social or mobile," he said. "Are the open rates good? Is the quality of the engagement high? There need to be metrics to help determine the success rate."

Determining success goes deeper than a broad look at which campaigns are working best, according to Joel Warady. "If the brands are able to determine shopping cart value, and specifically how much in value their shopper marketing campaigns are raising the overall value of the shopper's cart, this will provide great ammunition towards building more enhanced programs."

"But just because a marketing mechanism is structured so response may be more easily measured doesn't mean it’s more effective than a channel that defies measurement," commented James Tenser. "In other words, online advertising isn't more effective than TV ads just because you can count clicks online."

There's much more to learn! Read the complete virtual roundtable discussion on iShopper Marketing sell-in and ROI...

Use the form below to download your copy. We also welcome comments and/or suggestions on this Tip series.