Procter & Gamble’s “Store Back” concept is more evidence that focus on shopper and in-store marketing is becoming a priority with brand manufacturers (and, of course, retailers). There are many definitions for shopper marketing out there, but here are the key components we believe make up the formula (a partial list):

• Pull marketing (not push) – the consumer initiates their own campaign based on their wants and interests, often in real time, leveraging whatever communication channel is their preference
• Content must be entirely relevant to the individual
• A complex version of one-to-one (or “segment of one”) marketing including some traditional variables as well as incorporating new ones:

Actionable content is arguably one of the most important things that shopper marketing must deliver to the consumer.  With data-driven media having an increasing role in the retail environment, and with mobile being arguably the most complex one-to-one platform (direct marketing that must be real-time, location-based, time-based, context-based, relevant and actionable), it’s clear that marketing and operational systems will need to be much more tightly integrated for shopper marketing to be effective. Otherwise, content may not truly be actionable, which is a crucial component to the whole shopper marketing proposition.

What are your thoughts about shopper (“Store Back”) marketing?   What does it mean to you?  What challenges are you facing?

Tags: P&G

This entry was posted on Thursday, October 1st, 2009 at 2:29 pm and is filed under Strategic Playbook. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.