Winning With Shoppers

Glendinning believe that brand propositions which start with the Consumer, deliver to the Shopper and fit against the retail Customer’s target Shoppers are the differentiators and drivers of excellence in today’s complex environment.

To succeed in today's marketplace you need an aligned commercial proposition...

Integrated Category Marketing

Shopper understanding lies at the heart of this success. Glendinning call this aligned commercial proposition approach “Integrated Category Marketing”.

Integrated Category Marketing^™ Roadmap

For Glendinning, the Integrated Category Marketing™ approach is one which links strategies across all commercial functions, delivering solutions against commonly understood Growth Drivers resulting in Winning with Consumers, through to Winning with Shoppers and ultimately Winning with Customers. This provides companies with strategic alignment at Consumer Marketing, Shopper Marketing and ultimately Sales functional levels.

Glendinning advocates that being clear about the consumer or shopper behaviour changes you are trying to impact and target, lies at the heart of a solid category approach. By grouping these behaviour changes, Category Growth Drivers can be established, allowing you to quantify the potential benefit accruing to the category once they are delivered. In turn, the Category Growth Drivers come from clarity of the very Definition and Segmentation of the category itself. The better the understanding of the consumer needs being delivered against in the first place, the better the scope of the Definition of the category.

Winning with Consumers using the Glendinning Path2Use™ Tool Kit: Understanding these Growth Drivers allows you to prioritise your response and create consumer strategies that have a consistent basis, founded from the Category Vision itself.

Winning with Shoppers using the Glendinning Path2Purchase™ Tool Kit: The category Growth Drivers also lead to a more cohesive development of all other areas of your commercial planning process, by linking the desired change in Consumer and/or Shopper behaviour to strategies employed at the POP (i.e. promotion/ range/ space/ layout/ pricing/ staff etc), in the form of a POP Vision.

Winning with Shoppers using the Glendinning Path2Sell™ Tool Kit: One of the core benefits of this approach is that it provides companies with the opportunity to engage Customers differently. Moving away from a trading based relationship to one based on an agreed strategic agenda ultimately facilitates a change towards Category-based conditional trading terms. It moves many clients from a position where they ‘pay to play’ to one where they are given ‘permission to play’

Trade customers therefore engage when they understand and are persuaded by an Integrated Category approach which:

• Outlines the overall Growth Drivers for the category, quantifies these opportunities and then prioritises them for the customer
• Translates the Growth Drivers into sound Shopper focussed channel-specific POP Visions
• Then tailors a Shopper Marketing execution against targeted shoppers to differentiate the customer from its competitors

Integrated Category Marketing starts with strong brand and category growth drivers...

Finally by tailoring Channel level POP Visions by retailer, manufacturers begin to move into the Shopper Marketing arena. Having real clarity on key customers’ shoppers, how they select the channels they shop in, how they behave in store in general and at the category fixture specifically allows leading companies to move away from an old fashioned ‘Trade Marketing’ agenda which is simply the execution of a brand plan via customers, up through the more sophisticated Customer Marketing and out into the most sophisticated ‘Shopper Marketing’ arena.

Many of our clients are increasingly realising the benefits of understanding the role of shopper targeted in-store activation programmes in gaining greater traction with trade customers and driving greater returns for themselves and their customers.

• “Shopper Marketing is a way of working which brings to life your Category Vision and Growth Drivers through Differentiated programs tailored by retailer.
• This is achieved through matching shopper motivations with their purchase decisions by outlet type fit to customers target shoppers to drive purchase.

 

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Glendinning Approach: Shopper Marketing

Activating your growth opportunity through tailored, relevant and compelling Shopper solutions

To summarise; Glendinning’s Integrated Category Marketing™ approach to Category and then Shopper Marketing is one which enables our clients to Win With Consumers, Shoppers and Customers by::

• Taking a Consumer-led opportunities and outlines category wide Growth Drivers to support a quantified and overarching Category Vision. These Drivers become the context for all Marketing-led activity across the course of the Vision, typically 3 to 5 years.
• Translating these behaviour changes into POP Drivers which ensure the alignment of strategy out to everyday normal stock location on the fixture. Set at Channel levels, the POP Vision and POP Drivers act in a similar contextual way for all Category Development or Sales activities at the POP.
• Taking a detailed shopper understanding by prioritised retailer allows a differentiated and targeted Shopper Marketing series of campaigns in store to further unlock the aligned Growth Drivers.
• Delivering a total aligned and Integrated Category Marketing approach which encompasses the 3 commercial propositions…
  • Consumer Proposition – Ensuring that people USE it
    
  • Shopper Proposition – Ensuring that people PURCHASE it
    
  • Customer Proposition – Ensuring that customers SUPPORT it
    

What do Glendinning Offer via our total Integrated Category Marketing™ approach?

• Consumer & Shopper Needs, Missions & Purchase Decisions
  • Shopper Mission solutions
  • Consumer & Shopper Purchase Decision Hierarchy
• Category Growth Drivers and Vision
  • Integrated Insight solutions (across Consumer, Shopper and Customer)
  • Quantified Growth Drivers
  • Category Vision
  • POP Vision
• Integrated Consumer Marketing solutions
  • Portfolio Development
  • Innovation
  • Brand Strategies
• Shopper Marketing Solutions
  • Target Shopper Strategy
  • Tailored Shopper Marketing Programs
• Customer Engagement Solutions
  • Shopper Based Terms
• Organisation Design Solutions
  • To Deliver an integrated category marketing approach
  • For Shopper Marketing

 

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• Integrated Category Marketing
• Glendinning Approach: Shopper Marketing