DAY 1 (8 am - ?)
L1: Why Shopper Marketing?
Understand the societal and technological changes that have precipitated the need for a shopper-centric focus in consumer product marketing.
Critical marketplace shifts
The Need for "Whole Person" thinking
Shopper Marketing's role
Application Exercise and knowledge check point.
L2: Fundamentals of Shopper Marketing
Understand the origin, evolution and business focus of shopper marketing and the basic demands of the discipline.
Evolution of shopper marketing and strategic role
Scope of activities
L3: Understanding Shopper Behavior & Engagement
Understand today's technology-enabled shopper and the evolving path to purchase; learn the need to establish a path to purchase framework to drive effective engagement.
Basic elements of shopper behavior
The Path to Purcahse Framework
Principles of Effective Shopper Engagement
Application exercise: Discuss ways to address business challenges within context of the shopper marketing plan.
L4: Dynamics of Organizational Success
Learn best practices for the development of a shopper-centric organization; learn a framework for developing effective shopper marketing platforms and programs.
Platform & program development
Application exercise: Map out tactical playbook.
L5: Introduction to Shopper Insights
Learn perspectives on the development and implementation of true shopper-centric insights.
Consumer vs. shopper insights
Key insights focus areas
Introduction to insights activation
Application exercise: evalutaion of program objectives and tactical plan.
L6: Overview of Effective Performance Measurement
Understand common metrics and methodologies for measuring shopper marketing success within the organization and with retail partners.
Common measurement practices
Aligning with retail partners
L7: Basics of Brand/Retailer Collaboration
Gain an understanding of the retailer perspective on shopper marketing; understand the importance of strategic collaboration for unlocking shopper marketing's full potential.
Requirements for collaboration
Best-in-class practices for effective organizations
Introduction to joint business planning
L8: Emerging Trends in Shopper Marketing
Learn what is coming next for U.S. retail and the shopper marketing discipline.
Shifting shopper demographics
E-commerce and 'anytime/anywhere' shoppers
The evolving discipline
Day 2 (?am- ?pm)
L1: Shopper vs. Consumer Behavior
Understand how the increasingly empowered shopper must be considered, understood and engaged strategically throughout the path to purchase.
Understanding consumer vs. shopper behavior
Defining shopper behavior
Why understanding shopper behavior is critical.
L2: 'Shopping' Overview: Who, Why & How
Understand universal shopper motivations and behaviors; the need to identify behavioral variations accross channels, product categories and retailers; key trends driving changes in behavior.
People & trips
Why they shop
Key path to purchase behavior and tools
L3: Behavior & Tools: What Shoppers Use
Learn about popular shopping activities, content destinations and functional tools shoppers are using to enhance their knowledge and experience.
L4: Influencing Shopper Behavior: Strategic Concepts
Learn how the marketing "Moments of Truth" can be used as a framework for planning shopper engagement; Learn the basics for creating an effective engagement strategy.
The Moments of Truth
P2P to shopper engagement roadmap
L5: Strategies & Principles for Shopper Engagement
Understand six principles of effective engegement that can drive true behavioral change; learn methods for aligning the principles with business objectives.
Core principles of shopper engagement
Aligning engagement principles with business objectives.
L6: Case Studies & Best Practices
Strengthen course learning through a deep dive into best-in-class examples of successful shopper marketing programs.
Case Study 1
Case Study 2
Case Study 3
Common elements of effective programs
L7: Key Trends Overview
Discuss the major changes in shopper demographic, behavior and expectations that will impact future marketing strategy.