As part of its ongoing Shopper Merchandising and Marketing leadership strategy, Coca-Cola North America (CCNA) is sponsoring the creation of the Retail Commission on Shopper Marketing. This group of prominent retailers will work with industry experts to determine how to best leverage manufacturers’ insights to develop shopper-based marketing approaches and capabilities that enhance the shopping experience and increase same-store sales and profit performance.
The Commission will explore the topic of shopper marketing guided by Dr. Brian Harris, chairman of The Partnering Group. Harris is the renowned “father” of the practice of category management, which revolutionized the retail industry during the 1990s. The In-Store Marketing Institute will facilitate the year-long process, which will culminate with the development of a “Shopper Marketing Best Practices” white paper.
“The Retail Commission on Shopper Marketing presents a tremendous opportunity to engage leading retailers in a dialogue about emerging shopper marketing initiatives,” said Diane Wallace, vice president of shopper marketing for Coca-Cola North America. “The objective of this work is to drive trips, baskets and shopper loyalty through irresistible, idea-driven store activation. We look forward to this collaboration, and developing a model with retailers to enhance the connections we make with shoppers to drive our businesses.”
“Shopper marketing is the next big step in the evolution of strategic retail marketing. It logically builds on the foundation of the collaborative business methods of category management, but is enhanced by the strong linkage to shopper attitudes and behaviors, as well as the improved creative activation in store,” said Harris. “Manufacturers, like Coca-Cola, are on the leading edge of this trend and are producing new and highly valuable insights about shoppers and their behavior. Leading retailers recognize the power of this information. What’s needed now is to create the collaborative business practices and retailer organizational capabilities to fully realize its potential and convert more shoppers into buyers. This is the focus of the Commission’s work, which will develop and publish related principles, processes and organizational capabilities.”
“Coca-Cola’s advocacy of this issue and its Commission sponsorship will stimulate precedent-setting dialog,” said Peter Hoyt, executive director, In-Store Marketing Institute. “Through the white paper, Commission members will communicate what changes must take place, why and — most important — how the industry can change.” The In-Store Marketing Institute is in the process of identifying Commission members.
“The Coca-Cola Company recognizes the need to standardize the approach to shopper marketing from the retailer’s perspective,” said Wallace. “By sponsoring the Retail Commission on Shopper Marketing, the Company supports an industry effort to develop a model that will drive value and success for both retailers and manufacturers.”