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08.18.2010

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3 Shopper Marketing Myths

With traditional advertising increasingly failing to influence brand preferences at home, shopper marketing has generated a lot of excitement in recent years. Yet, all this hope for a new marketing frontier has not necessarily led to substantial progress in figuring out how to organize shopper marketing to take advantage of consumers’ ever-growing fickleness.

This week, we explode three shopper marketing myths excerpted from our current white paper, Uncovering the Missing Link in Shopper Marketing, that, together, serve as a call to action for a re-imagined approach to shopper marketing in the food arena, an approach that can actually help all players in the food value chain maximize their growth potential.

Myth One: Shopper Marketing Has Finally Put Food Companies & Retailers On the Same Page

Shopper marketing has not come up with a way to frame the marketplace that really allows retailers and manufacturers to see mutually beneficial opportunities for growth. Retailers and CPG brands need shopper marketing that helps them develop mutually beneficial growth, because consumers aren't yet ready to cater to either side.

Myth Two: Mom is the Most Valuable Shopper

The most profitable of all shoppers, Mom, is likely to be the most numb to last-minute, in-store shopper marketing due to the strong social need to please the established category and brand preferences of everyone at home. Shopper marketing needs to embrace non-traditional household types to maximize its ROI for the food industry.

Myth Three: A Single Shopper Insights Framework Can & Should Cover All CPG Categories

To our amazement there is not one single, established trip study or shopper segmentation available for food manufacturers to use that takes food seriously as a cultural category of behavior. Shopper marketing has become tragically disconnected from the act of eating. The coming revolution in shopper marketing in the food arena lies in studying how shoppers actually eat, one shopper base at a time.

Uncovering the Missing Link in Shopper Marketing

Want more insights into occasion-based shopper marketing for the food industry? Download our free white paper: Uncovering the Missing Link in Shopper Marketing.

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Uncovering the Missing Link in Shopper Marketing

The first step to seeing hidden variation in shopper eating patterns is to add a crucial variable, the variable of culture.

Download the whitepaper now >>