About the Book
The shopper marketing methodology is a powerful, complete approach for satisfying target consumer demand at the point of maximum influence, and thereby driving consumers to purchase. It gives companies a far deeper understanding how consumers behave as shoppers, and leverages this intelligence across the entire supply chain to benefit all stakeholders: companies, brands, consumers, retailers, and shoppers.
Shopper marketing requires supply chain partners to smoothly integrate complex sets of marketing and sales tools, in order to engage shoppers, build brand equity, and persuade shoppers when they move into "shopping mode." Internally, it also demands deeper coordination of R and D, marketing innovation, operations, logistics, and distribution. It isn’t easy, but it offers remarkable, proven results that are virtually unachievable any other way.
In Shopper Marketing, three of the field’s pioneering innovators and consultants bring together state-of-the-art insights, strategic approaches, and supply chain execution methods for successfully employing shopper marketing initiatives throughout your organization.
Dan Flint, Chris Hoyt and Nancy Swift clearly explain what shopper marketing is, and why it is critical for marketers to master. They review each of its six objectives and eight foundational principles, demonstrating how to adapt and apply it in your environment, overcome obstacles, and systematically create value along your entire "path to purchase." Drawing on their unsurpassed consulting experience, they also assess emerging trends and their implications, helping you deepen customer loyalty, extend competitive advantage, and improve profitability for years to come.
Table of Contents:
Introduction What Is This Book All About? xvii
Chapter 1 Shopper Marketing Overview 1
Chapter 2 Who Is the Shopper Anyway? 19
Chapter 3 How Retailers Work 45
Chapter 4 How Consumer Goods Manufacturers Work 67
Chapter 5 Opportunity Identification 91
Chapter 6 Strategic Planning 119
Chapter 7 Execution 147
Chapter 8 Measurement 167
Part II The Scholar’s View 175
Chapter 9 What Do Academics Actually Do and How Do They Think? 177
Chapter 10 Exemplars of Shopper Marketing Relevant Academic Research 207
Chapter 11 Connecting Supply Chain Management to Shopper Marketing 237
Chapter 12 Conclusion 245
About the Author :
Daniel Flint, PhD, is the Regal Entertainment Group Professor of Business and Director/Founder of the Shopper Marketing Forum in The Department of Marketing and Supply Chain Management, The University of Tennessee, Knoxville. He is a graduate from the US Naval Academy, has a sales engineering background, and a PhD in marketing and logistics from the University of Tennessee. He has worked with many firms in the consumer goods, aerospace, industrial, and third-party logistics industries on branding, shopper marketing, marketing strategy, account management, and innovation. He works internationally often and remains active in both marketing and supply chain management associations. His research focuses on helping businesses develop a proactive customer orientation; understand what customers, consumers, and shoppers value; improve their marketing strategies; and develop more productive business-tobusiness connections. Dan has published in top-tier journals such as the Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Business Logistics, and the International Journal of Physical Distribution and Logistics Management. Dan currently is focused on shopper marketing, spending a great deal of time with leading CPG, agency, broker, and retailing firms.
Founder of Hoyt & Company and a CPG marketing and sales consultant for more than 35 years, Chris Hoyt has developed an industrywide reputation for his real-world, factfilled, challenging, and entertaining point of view. Because Chris actually “walked the walk” in senior management positions with P&G and Clairol prior to becoming a consultant, he knows the difference between theory and practice and invariably leaves his readers significantly better equipped to deal with the realities of the current marketplace. Details at www.hoytnet.com
Nancy Swift is vice president and co-founder of Hoyt & Company. Her extensive experience in advising consumer goods brand leaders on their sales, marketing, and trade challenges created a natural pathway for Nancy’s move into shopper marketing. Her background in consumer understanding, research, and data analysis proves key to synthesizing the interrelationships of brand, retailer, and shopper essential to best practice shopper marketing. Prior to founding Hoyt & Company, Nancy was the first female Managing Director of Consulting at Ryan Partnership and a research specialist at Glendinning Associates.
