here - POPAI Australia & New Zealand

And a final word ...
Learnings to Date: Hints and Tips
As a way of understanding the experience of those on the Shopper Marketing journey, we asked
interviewees in the Australian shopper marketing survey what advice, dos and don‟ts they would give to
someone starting out in the discipline ... if they‟d have had their time over again, what would they have done
differently? Some of the common responses included:
Dos
Invest in shopper insights and understanding upfront to
engage customers and direct activities. Mix your data
sources
Educate the internal and retailer businesses on different
measures
Focus outward (not internally), and on the big stuff – 1-2
major initiatives to get the business or retailer engaged.
Understand both retailer and manufacturer strategies and
KPIs
Use all internal inputs ... everyone is a shopper and good
ideas can often come from areas like Operations. Look at
other categories and markets for ideas
Develop a set of standards based on clear objectives that
can be used for most initiatives
Get out to stores and see for yourself what shoppers are
actually doing (don‟t just sit in the office hypothesizing).
Don‟ts
Overanalyse and get analysis paralysis ... use common
sense
Just look at ROI vs. spend. Use a variety of measures
Underestimate the amount of time it will take to get an
initiative up and running. However much time you think it
will take, double it
Limit ideas ... no idea is a bad idea
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