Shopper Marketing Progress
Shopper Marketing Progress
| 1. Approximately when did your company (or client) "officially" get involved in Shopper Marketing (defined as creating a Shopper Marketing function or department)? | |||
|---|---|---|---|
| answered question | 254 | ||
|
|
skipped question |
3
|
|
| Response Percent |
Response Count |
||
| Last 1-2 years |
 |
34.3% | 87 |
| Last 3- 4 years |
|
21.3% | 54 |
| 5 years plus |
|
28.7% | 73 |
| Not involved yet |
|
5.9% | 15 |
| Still thinking about it |
|
5.1% | 13 |
| Don't plan to get involved |
|
1.2% | 3 |
| Other |
|
3.5% | 9 |
| viewComments: |
25 | ||
| 2. To whom or which function does your Shopper Marketing Department report? | |||
|---|---|---|---|
| answered question | 243 | ||
|
|
skipped question |
14
|
|
| Response Percent |
Response Count |
||
| Sales |
|
24.3% | 59 |
| Marketing |
|
40.7% | 99 |
| General Management (on the same level as Sales or Marketing) |
|
25.9% | 63 |
| Other |
|
9.1% | 22 |
| viewComments: |
39 | ||
| 3. Approximately how many people are in your (or your client's) Shopper Marketing Department? | |||
|---|---|---|---|
| answered question | 244 | ||
|
|
skipped question |
13
|
|
| Response Percent |
Response Count |
||
| Less than 5 |
|
49.2% | 120 |
| 6-10 |
|
19.3% | 47 |
| 11-20 |
|
11.1% | 27 |
| 20+ |
|
20.5% | 50 |
| viewComments: |
21 | ||
| 4. Does your Shopper Marketing Department have trained Marketing people (i.e., people with Brand Marketing backgrounds) assigned to your company's (or client's) Customer Teams? | |||
|---|---|---|---|
| answered question | 246 | ||
|
|
skipped question |
11
|
|
| Response Percent |
Response Count |
||
| Exclusively Marketing people |
|
12.6% | 31 |
| Predominately Marketing people |
|
38.2% | 94 |
| Some Marketing people |
|
38.2% | 94 |
| No Marketing people |
|
6.9% | 17 |
| Other (please explain) |
|
4.1% | 10 |
| viewComments: |
24 | ||
| 5. How are your company's (or client's) Shopper Marketing initiatives funded? | |||
|---|---|---|---|
| answered question | 248 | ||
|
|
skipped question |
9
|
|
| Response Percent |
Response Count |
||
| Established budgets |
|
64.9% | 161 |
| Ad hoc/opportunistically |
|
29.8% | 74 |
| Other (please explain) |
|
5.2% | 13 |
| viewOther comments: |
25 | ||
| 6. From what budgets are your Shopper Marketing initiatives funded? | |||
|---|---|---|---|
| answered question | 247 | ||
|
|
skipped question |
10
|
|
| Response Percent |
Response Count |
||
| Trade Promotion |
|
12.6% | 31 |
| Consumer Promotion |
|
12.6% | 31 |
| Advertising |
|
2.0% | 5 |
| Combination of above |
|
60.3% | 149 |
| Other |
|
12.6% | 31 |
| viewComments: |
30 | ||
| 7. If your company (or client) has established a dedicated budget for your Shopper Marketing initiatives, approximately what percent of your total Marketing budget does this represent? | |||
|---|---|---|---|
| answered question | 221 | ||
|
|
skipped question |
36
|
|
| Response Percent |
Response Count |
||
| Less than 3% |
|
31.7% | 70 |
| 4-6% |
|
25.3% | 56 |
| 7-9% |
|
9.5% | 21 |
| 10%+ |
|
17.2% | 38 |
| Other (please explain) |
|
16.3% | 36 |
| viewComments: |
44 | ||
| 8. If your company's (or client's) Shopper Marketing Department reports to Sales, what difficulties have you encountered in planning and executing best practice Shopper Marketing strategies and and/or initiatives? (Check all that apply.) | |||
|---|---|---|---|
| answered question | 170 | ||
|
|
skipped question |
87
|
|
| Response Percent |
Response Count |
||
| Sales not trained or incented to focus on equity-building pursuits |
|
52.9% | 90 |
| No cross-functional integration with Marketing |
|
40.0% | 68 |
| Budgeting is ad hoc |
|
24.7% | 42 |
| Difficult to develop shopper insights that are meaningfully different from Category Management insights |
|
38.2% | 65 |
| No involvement with packaging, in-store messaging and/or in-store design |
|
28.2% | 48 |
| After "X" years, nothing is really different |
|
13.5% | 23 |
| Not trained to provide promotion agency with proper input and/or direction |
|
22.9% | 39 |
| Other (please explain) |
|
16.5% | 28 |
| viewComments: |
38 | ||
| 9. If your company's (or client's) Shopper Marketing Department reports to Marketing, what difficulties have you encountered in planning and executing best practice Shopper Marketing strategies and/or initiatives (Check all that apply.) | |||
|---|---|---|---|
| answered question | 181 | ||
|
|
skipped question |
76
|
|
| Response Percent |
Response Count |
||
| Not trained or incented to collaborate with retailers |
|
32.0% | 58 |
| Limited access to retail decision makers |
|
37.6% | 68 |
| Limited time to present initiatives and their shopper rationale |
|
23.2% | 42 |
| Requests to "hijack" Shopper Marketing funding for non-approved purposes |
|
18.2% | 33 |
| Difficulty in long-range retailer strategic planning |
|
45.3% | 82 |
| Lack of integration with Customer Business Planning |
|
35.9% | 65 |
| Lack of Marketing familiarity with retail |
|
32.0% | 58 |
| Lack of Marketing belief in retail as a viable communications vehicle |
|
21.5% | 39 |
| Other (please explain) |
|
16.6% | 30 |
| viewComments: |
41 | ||
| 10. With how many of your retailers does your company or client collaborate during the planning stages of working out a segment-specific marketing, promotion and/or in-store merchandising and detailing plan? | |||
|---|---|---|---|
| answered question | 242 | ||
|
|
skipped question |
15
|
|
| Response Percent |
Response Count |
||
| 1-3 |
|
30.2% | 73 |
| 4-6 |
|
32.6% | 79 |
| 7-10 |
|
9.5% | 23 |
| 10+ |
|
23.6% | 57 |
| Other |
|
4.1% | 10 |
| viewComments: |
12 | ||
| 11. What approach did your company or client use to establish and solidify relationships with your key retailers' marketing departments? | |||
|---|---|---|---|
| answered question | 241 | ||
|
|
skipped question |
16
|
|
| Response Percent |
Response Count |
||
| Did non-parochial, market-specific shopper research that benchmarked subject retailer's performance against leading competitors in areas of specific interest to that retailer |
|
12.4% | 30 |
| Showed how our brand segments aligned with retailer's shopper segments coupled with insights and recommendations for targeted initiatives to improve overall category and store performance in these segments |
|
34.9% | 84 |
| Had open-ended discussion of retailer's issues and objectives from Marketing standpoint |
|
19.9% | 48 |
| Called the retailer's Marketing Dept. and asked if we could talk about this |
|
5.8% | 14 |
| We are still trying to figure this out |
|
20.3% | 49 |
| viewOther (please specify) |
|
6.6% | 16 |
| 12. For how many retailers does your company (or client) do research on understanding their specific shoppers? | |||
|---|---|---|---|
| answered question | 240 | ||
|
|
skipped question |
17
|
|
| Response Percent |
Response Count |
||
| 1-3 |
|
35.0% | 84 |
| 4-6 |
|
31.7% | 76 |
| 7-9 |
|
7.5% | 18 |
| 10+ |
|
20.0% | 48 |
| Other |
|
5.8% | 14 |
| viewComments: |
18 | ||
| 13. Does your company or client have an integrated process in place for planning and executing Shopper Marketing initiatives? | |||
|---|---|---|---|
| answered question | 247 | ||
|
|
skipped question |
10
|
|
| Response Percent |
Response Count |
||
| Yes |
|
45.3% | 112 |
| No |
|
23.5% | 58 |
| Currently in development |
|
32.8% | 81 |
| Other (please explain) |
|
2.0% | 5 |
| viewComments: |
12 | ||
| 14. If yes, to the above, which departments or functions within your company does this process involve? (Check all that apply) | |||
|---|---|---|---|
| answered question | 172 | ||
|
|
skipped question |
85
|
|
| Response Percent |
Response Count |
||
| Marketing |
|
80.2% | 138 |
| Consumer Insights |
|
62.8% | 108 |
| Shopper Insights (if separate) |
|
52.3% | 90 |
| In-store Merchandising and/or Design |
|
49.4% | 85 |
| Packaging |
|
25.6% | 44 |
| New Products/Innovation |
|
32.6% | 56 |
| Sales |
|
64.0% | 110 |
| Sales Analytics |
|
33.7% | 58 |
| Category Management |
|
52.9% | 91 |
| Other (please explain) |
|
8.7% | 15 |
| viewComments: |
16 | ||
| 15. What types of Shopper Marketing initiatives has your company (or client) done to-date? (Check all that apply) | |||
|---|---|---|---|
| answered question | 246 | ||
|
|
skipped question |
11
|
|
| Response Percent |
Response Count |
||
| Collaboration with retailer on shopper understanding |
|
69.9% | 172 |
| Participation in retailer-developed shopper programs |
|
69.1% | 170 |
| Solo-brand shopper programs |
|
54.5% | 134 |
| Multi-brand shopper programs (cross-company or multi-manufacturer) |
|
57.7% | 142 |
| Custom packaging |
|
42.3% | 104 |
| Environmental design or fixturing |
|
33.7% | 83 |
| Other (please explain) |
|
5.3% | 13 |
| viewComments: |
14 | ||
| 16. Which one of the above types of initiatives dominates your Shopper Marketing work? (Check only one) | |||
|---|---|---|---|
| answered question | 235 | ||
|
|
skipped question |
22
|
|
| Response Percent |
Response Count |
||
| Collaboration with retailer on shopper understanding |
|
28.9% | 68 |
| Participation in retailer-developed shopper programs |
|
20.9% | 49 |
| Solo-brand shopper programs |
|
19.1% | 45 |
| Multi-brand shopper programs (cross-company or multi-manufacturer) |
|
18.3% | 43 |
| Custom packaging |
|
5.1% | 12 |
| Environmental design or fixturing |
|
4.3% | 10 |
| Other (please explain) |
|
3.4% | 8 |
| viewComments: |
13 | ||
| 17. What measurement criteria does your company (or client) use to evaluate the success of your Shopper initiatives? (Check all that apply) | |||
|---|---|---|---|
| answered question | 241 | ||
|
|
skipped question |
16
|
|
| Response Percent |
Response Count |
||
| Marketing Mix analysis |
|
25.7% | 62 |
| ROI |
|
42.7% | 103 |
| Share gain |
|
33.2% | 80 |
| Retailer category growth |
|
34.0% | 82 |
| All of above |
|
30.7% | 74 |
| We don’t do post-event analysis |
|
10.4% | 25 |
| Other (please explain) |
|
4.1% | 10 |
| viewComments: |
17 | ||
| 18. In what activities is your agency involved with respect to helping your company plan and implement Shopper Marketing initiatives? (Check all that apply) | |||
|---|---|---|---|
| answered question | 231 | ||
|
|
skipped question |
26
|
|
| Response Percent |
Response Count |
||
| Shopper research |
|
62.8% | 145 |
| Shopper insight development |
|
65.4% | 151 |
| Account-specific strategy development |
|
51.5% | 119 |
| Representation on customer teams/participation in account calls |
|
30.3% | 70 |
| Planning |
|
50.6% | 117 |
| Strategy-based creative |
|
61.0% | 141 |
| Post-event evaluation |
|
35.5% | 82 |
| Other (please explain) |
|
6.9% | 16 |
| viewComments: |
17 | ||
| 19. What role or functions do you think your agency should be performing with respect to Shopper Marketing that they are currently not performing or could be doing better? | |||
|---|---|---|---|
| answered question | 212 | ||
|
|
skipped question |
45
|
|
| Response Percent |
Response Count |
||
| Shopper research |
|
47.2% | 100 |
| Shopper insight development |
|
57.5% | 122 |
| Account-specific strategy development |
|
45.8% | 97 |
| Representation on customer teams/participation in account calls |
|
38.2% | 81 |
| Planning |
|
42.5% | 90 |
| Strategy-based creative |
|
40.6% | 86 |
| Post-event evaluation |
|
42.0% | 89 |
| Other (please explain) |
|
7.5% | 16 |
| viewComments: |
21 | ||
| 20. Overall, how would you evaluate your company's (or client's) success with your Shopper Marketing programs/initiatives to-date? | |||
|---|---|---|---|
| answered question | 244 | ||
|
|
skipped question |
13
|
|
| Response Percent |
Response Count |
||
| Excellent |
|
10.2% | 25 |
| Very good |
|
36.1% | 88 |
| Average |
|
37.7% | 92 |
| Not so good |
|
7.8% | 19 |
| Nothing different than before |
|
4.1% | 10 |
| Other (please explain) |
|
4.1% | 10 |
| viewComments: |
19 | ||
| 21. What does your company or client view as the current biggest impediments to a successful best practice Shopper Marketing program? (Check all that apply) | |||
|---|---|---|---|
| answered question | 247 | ||
|
|
skipped question |
10
|
|
| Response Percent |
Response Count |
||
| Lack of cross-functional integration |
|
42.9% | 106 |
| Lack of corporate (top management) commitment |
|
34.8% | 86 |
| Insufficient training/understanding across all departments |
|
51.4% | 127 |
| Insufficient funding |
|
41.3% | 102 |
| Ad hoc/inconsistent funding |
|
24.3% | 60 |
| Incentives not aligned with SM objectives |
|
26.3% | 65 |
| Poor/inconsistent retailer implementation |
|
35.6% | 88 |
| Agency doesn't "get it" |
|
11.3% | 28 |
| Requires too much investment/change/behavior modification for the results |
|
19.8% | 49 |
| We're succeeding without it |
|
8.1% | 20 |
| Other (please explain) |
|
3.6% | 9 |
| viewComments: |
16 | ||
| 22. Based on current trends with your company or client, do you expect your Shopper Marketing budgets to increase, decrease or remain the same over the next three years? | |||
|---|---|---|---|
| answered question | 246 | ||
|
|
skipped question |
11
|
|
| Response Percent |
Response Count |
||
| Increase |
|
72.4% | 178 |
| Decrease |
|
6.9% | 17 |
| Remain the same |
|
19.9% | 49 |
| Other (please explain) |
|
0.8% | 2 |
| viewComments: |
10 | ||
| 23. Type of company: ഊ ഊ | |||
|---|---|---|---|
| answered question | 247 | ||
|
|
skipped question |
10
|
|
| Response Percent |
Response Count |
||
| Agency |
|
27.9% | 69 |
| Manufacturer |
|
34.8% | 86 |
| Service Industry |
|
2.4% | 6 |
| Consulting Firm |
|
16.2% | 40 |
| Marketing Services |
|
8.9% | 22 |
| Media |
|
0.4% | 1 |
| Academia | 0.0% | 0 | |
| Not-For-Profit | 0.0% | 0 | |
| Retail |
|
4.9% | 12 |
| viewOther (please specify) |
|
4.5% | 11 |
| 24. If Manufacturer or Service industry, which Industry: | |||
|---|---|---|---|
| answered question | 155 | ||
|
|
skipped question |
102
|
|
| Response Percent |
Response Count |
||
| Apparel |
|
1.3% | 2 |
| Automotive |
|
1.9% | 3 |
| Computer/Software |
|
1.3% | 2 |
| Consumer Electronics |
|
3.9% | 6 |
| Financial Services | 0.0% | 0 | |
| Healthcare/Pharmaceutical |
|
5.2% | 8 |
| Media/Entertainment |
|
1.3% | 2 |
| Packaged Goods |
|
65.8% | 102 |
| Restaurant |
|
0.6% | 1 |
| Retail |
|
6.5% | 10 |
| Telecomm |
|
0.6% | 1 |
| Travel & Leisure | 0.0% | 0 | |
| viewOther (please specify) |
|
11.6% | 18 |
| 25. Size of Company: | |||
|---|---|---|---|
| answered question | 242 | ||
|
|
skipped question |
15
|
|
| Response Percent |
Response Count |
||
| Less Than $500MM |
|
47.9% | 116 |
| $501MM - $999MM |
|
11.2% | 27 |
| $1B - $2B |
|
8.3% | 20 |
| $2B-$5B |
|
6.2% | 15 |
| $5B- $10B |
|
6.6% | 16 |
| $10B+ |
|
19.8% | 48 |
| 26. Number of years in marketing: | |||
|---|---|---|---|
| answered question | 244 | ||
|
|
skipped question |
13
|
|
| Response Percent |
Response Count |
||
| More than 15 |
|
52.0% | 127 |
| Ten to 15 |
|
26.2% | 64 |
| Five to 10 |
|
13.5% | 33 |
| Fewer than 5 |
|
8.2% | 20 |