Prescription for CPG Growth? Shopper Marketing

We encourage you to check out Robert Holston’s article “A Prescription for Resuscitating Growth for CPG Companies” in AdAge. Mark offers sustainable ways that CPGs can increase growth and reconnect with the shopper.

Here’s an excerpt:
“The past five years has seen a refocus on the store as fertile ground for brand marketers with the advent of shopper marketing and the ability to leverage new insights and develop much more customized programs for customers. While the clear economic benefits from shopper marketing have been elusive for many, the true value of the past five years of the shopper-marketing craze just might be the mind-set change it has brought to CPG manufacturers in helping them migrate away from mass-market brand and execution.”

Holston also offers that CMOs eager to achieve the perfect store should consider the following approach:

• Create a shopper-centric segmentation model
• Integrate both consumer and shopper understanding.
• Conduct economic modeling
• Plan for scale implementation
• Plan collaboratively
• Monitor and evaluate

Knowing the research that’s been done on shopper behavior and shopper marketing, do you see a place for Holston’s strategy in your company’s approach? We’d like to hear your thoughts.