Our Shopper Marketing Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop and implement a shopper marketing strategy that increases sales, builds shopper insights, and grows brand awareness.

1. Follow this simple step-by-step playbook to develop a shopper marketing plan
that increases sales, builds shopper insights, and grows brand awareness.
SHOPPER MARKETING
Playbook & Toolkit

2. Table of Contents SHOPPER MARKETING
Introduction 06
Conclusion 24
Framework 03
Maturity Model 04
About This Playbook 25
Learn About Shopper 08
10Analyze Opportunities
13Strategic Planning
17Technology Selection
20Campaign Execution
22Measure Results
stage
stage
stage
stage
stage
stage
1
2
3
4
5
6

3. Best Practice Guide Capabilities App Program Strategies Metrics DashboardVendors Matrix
Video Infographic Priortization Tool Contest PracticesSystem RFP
Roles Matrix Business Case Mobile Practices
Image Infographic PeerBenchmarksApp Coupon PracticesVendorSelectionTool
Maturity Model Budget Template Signage Practices
Profile Template
Competition Tracking
Project Plan
Profile Interview
Insights Database
Journey Stages
Strategy Workbook
ManagerJobDescription
Leverage the framework below to quickly
empower your organization’s shopper marketing strategy.
PLAN3
SHOPPER MARKETING
Framework
1 LEARN MEASURE6ANALYZE2 TECHNOLOGY4 EXECUTE5
Click the buttons below to access all related
training, tools, templates, and other resources.

4. SHOPPER MARKETING
Maturity Model
Strategic
Integration
STAGE 1 - Undefined
STAGE 2 - Progressive
STAGE 3 - Mature
STAGE 4 - World-Class
Tools &
Platforms
No defined strategy or process for
integrated shopper marketing.
Shopper marketing is taking an ad hoc
approach to technology. Some solutions
are in place for shopper insights, content
marketing, and social media, but they are
not integrated.
There is a platform that performs
specific shopper marketing functions
with coordinated tools, applications,
and workflows.
Some, but not all, shopper marketing
platforms are integrated (campaign
management, shopper insights,
analytics, content marketing, social
listening, CRM, marketing automation,
etc.)
There are comprehensive, end-to-end
systems integrated with all shopper
marketing related tools and platforms
with tight integration to enterprise
systems (CRM, ERP, etc.)
Defined strategy and processes exist for
integrated shopper marketing in pockets
in the organization.
Defined, integrated strategy and
processes exist for shopper marketing
across the organization.
Defined, integrated strategy for
shopper marketing exists across the
organization, and campaigns are
tracked and measured by effectiveness
of engagement and conversion.
Organizational
Structure
No distinction between brand-centric
(marketing) activation or customer
team (sales) activation.
Shopper marketing is viewed as two
distinct approaches (Brand-centric vs.
Customer team) and budget and staff
resources are allocated accordingly via
integrated groups.
Shopper marketing is recognized as
important for driving discovery, prefer-
ence, and loyalty. Senior management
has a long-term commitment and provides
required resources for growth.
Shopper marketing is viewed as the
key component in customer
engagement strategy, and it is the
primary focus for the marketing
organization.
Shopper
Insights
Decisions are made directly based on
historical collection and analysis of
both shopper and consumer insights
and are directly connected to fore-
casting and measuring ROI impact
overall.
Shopper and consumer behavior is not
tracked so decisions are made based
on assumptions not facts.
Shopper insights are collected for indi-
vidual campaigns but are not
robust enough to fully understand ROI
impact.
Shopper insights are separated from
consumer insights across the marketing
team. Teams are starting to understand
how behavior makes an impact on ROI.
Shopper
Marketing
Capabilities

5. SHOPPER MARKETING
Maturity Model
Digital
Experiences
Omni-Channel
Customer
Journey
Metrics &
Measurement
All shopper marketing related chan-
nels and systems are not integrated
into a cohesive experience as data
exist in silos.
Limited focus exists on creating digital
experiences for shopper marketing.
Teams are focused on traditional
marketing approaches.
No defined metrics are collected or
reported on.
Analytics are in place to monitor and
track basic shopper marketing metrics
such as sales lift and the percentage of
shoppers who saw a specific program.
Shopper marketing has a dashboard to
monitor performance across retail part-
ners and report on shopper engage-
ment metrics by campaign.
Enterprise-wide dashboard with visual
representation of shopper acquisition
and engagement by behavior, expe-
rience, brand reach, etc. via in-depth
shopper and consumer insight collec-
tion and analysis across all efforts,
channels and campaigns.
Plans for an integrated omni-channel
customer journey are in progress
but channels and systems remain
disconnected.
Digital experiences are an after-
thought and not the driving force
behind shopper marketing initiatives.
Experiences created do not have
largescale, positive brand impact.
Some aspects of the omnichannel
customer journey integrated but not all
systems and data are synchronized.
Sophisticated, high-impact digital expe-
riences are created based on detailed
journey mapping exercises and measuring
success by incremental revenue growth.
The omni-channel experience is fully
integrated from brick and mortar stores
to ecommerce with real-time instore
inventories and instore pickup from
online orders.
Sophisticated and effective digital
experiences are delivered based on
shopper expectations and stage in the
purchase process to understand the
ROI of each campaign.
Shopper
Marketing
Capabilities STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class

6. 6SHOPPER MARKETING
Learn About
Shopper
Analyze
Opportunities
Strategic
Planning
Technology
Selection
Campaign
Execution
1 2 3 4 5 6
Introduction
Measure
Results
In an economy surrounded by brands, retailers and never ending
shopping opportunities, Shopper Marketing is an essential tool
that brings brands and retailers together under a singular goal:
increasing sales.
From brand-led programs where the manufacturer works with
numerous retailers under a unified campaign, to retailer-led
programs where brands join a retailer’s existing planned special,
such as a back to school sale, Shopper Marketing is all about the
partnership between the manufacturers that produce the brands
people consume, and the retailers that sell these products to
shoppers in their stores.
This playbook will take you through the six stages of an effective
Shopper Marketing program, providing you with best practices to
empower any effort, and a toolkit to enable immediate practical
application of this knowledge. Although this playbook is meant to
be applied from beginning to end, in the sequence provided, it is
possible that you may already be working on a Shopper Marketing
program and some of these steps may not be necessary.
How to Use This PlaybookGetting to Know Shopper Marketing
This playbook consists of six stages, each with a description, steps,
and action items. Action items include using our premium tools and
templates. Our intention with this playbook is to help you:
Plan and craft a strategy to increase sales, build
shopper insights and grow brand awareness
Understand shopper marketing and identify the
audience and partners you should focus on
Evaluate and select the technology that will be the
backbone of your shopper marketing strategy

7. 7SHOPPER MARKETING
Learn About
Shopper
Analyze
Opportunities
Strategic
Planning
Technology
Selection
Campaign
Execution
1 2 3 4 5 6
Introduction
Measure
Results
Outputs from This Playbook
Stage 1 - Learn About Shopper
Stage 4 - Technology Selection
Best Practice Guide, Image Infographic, Video
Infographic, Maturity Model, Roles Matrix
Vendors Matrix, Vendor Selection Tool, System RFP
Stage 2 - Analyze Opportunities
Stage 5 - Campaign Execution
Capabilities App, Peer Benchmarks App, Priortization
Tool, Budget Template, Business Case
Program Strategies, Coupon Practices, Contest Practices,
Signage Practices, Mobile Practices
Stage 3 - Strategic Planning
Stage 6 - Measure Results
Profile Template, Profile Interview, Competition Tracking,
Insights Database, Journey Stages, Strategy Workbook
Metrics Dashboard

8. Learn About Shopper
STAGE 1
SHOPPER MARKETING
Discover how Shopper Marketing works, review the overall best practices, and understand how
to evaluate roles and maturity of a Shopper Marketing program.
STEP 1: Understand Shopper Marketing Maturity
STEP 2: Evaluate the Roles Required for Success

9. 9SHOPPER MARKETING
Introduction
Learn About
Shopper
1
There are some critical components in any shopper marketing
program that showcase how sophisticated the operations, tech-
nology and strategy really are.
Ensure you feel comfortable with the concepts behind the
unique sections that make shopper marketing what it is.
Whether you are looking to add responsibilities to your existing
sales and marketing team, or looking for a dedicated team of
human resources focused on shopper marketing, it is important
to understand the roles and responsibilities required within a
shopper marketing program.
Understand Shopper Marketing Maturity Evaluate the Roles Required for Success
STEP 1 STEP 2
Action Item Action Item
Look at the Shopper Marketing Maturity Model to see what
shopper marketing looks like in both its most unrefined and
world-class levels of execution.
Review the Shopper Marketing Roles Framework to quickly
understand the team required to effectively execute a
shopper marketing program.
V I E W R E S O U R C EV I E W R E S O U R C E
Analyze
Opportunities
Strategic
Planning
Technology
Selection
Campaign
Execution
2 3 4 5 6
Measure
Results

10. Analyze Opportunities
STAGE 2
Assess your existing Shopper Marketing maturity and determine strategic partnerships worth
pursuing, while assessing budgets and building the business case.
STEP 1: Assessing Your Shopper Maturity
STEP 2: Determine Strategic Partnerships
STEP 3: Define the Budget for Your Program
STEP 4: Build the Business Case for Shopper
SHOPPER MARKETING

11. 11SHOPPER MARKETING
Introduction
2
Analyze
Opportunities
It’s a great idea to benchmark your current maturity with shopper
marketing, so you can leverage your strengths and focus on
growing any deficiencies.
By doing regular benchmarks you can track your team’s prog-
ress and be aware of what areas need your attention as your
program grows.
Shopper marketing is all about the partnership between
brands and retailers.
Building these relationships is at the heart of what you are
looking to achieve, and is where the rubber hits the road with
any shopper marketing program.
Assessing Your Shopper Maturity Determine Strategic Partnerships
STEP 1 STEP 2
Action Item Action Item
Fill out the Shopper Marketing Maturity Assessment for an
interactive chart that will visually show you where you stand
with your current shopper marketing maturity.
Use the interactive Shopper Marketing Partnership Prioriti-
zation Tool to understand which partners will be the best fit
for your company.
V I E W R E S O U R C E V I E W R E S O U R C E
Learn About
Shopper
Strategic
Planning
Technology
Selection
Campaign
Execution
1 3 4 5 6
Measure
Results

12. 12SHOPPER MARKETING
STEP 3 STEP 4
Without allocated resources, your shopper marketing program
will never get off the ground.
Ensure a budget is established to plan expenses required to
plan and execute your program.
Now that you know more about what shopper marketing is, how
it works and why it’s so powerful, you will need to share these
discoveries with leadership in your company to get approval to
continue with the shopper marketing program.
Define the Budget for Your Program Build the Business Case for Shopper
Action Item Action Item
Leverage the Shopper Marketing Budget Template to get a
visual idea on current spending, and to keep your program
on track while it grows.
Leverage the Shopper Marketing Business Case template
for a slide presentation you can use to convince leadership
to approve your ideas.
V I E W R E S O U R C E V I E W R E S O U R C E
Introduction
2
Analyze
Opportunities
Learn About
Shopper
Strategic
Planning
Technology
Selection
Campaign
Execution
1 3 4 5 6
Measure
Results

13. Strategic Planning
STAGE 3
Plan your objectives and the metrics to measure their success, and begin gathering insights
about your shoppers and competition to build shopper profiles.
STEP 1: Build a Profile that Represents Your Shopper
STEP 2: Begin Gathering Insights About Shoppers
STEP 3: Build Your Shopper Journey Stages
STEP 4: Plan Your Objectives and Metrics
STEP 5: Complete and Present Your Plan
STEP 6: Hire Resources to Manage the Program
SHOPPER MARKETING

14. 14SHOPPER MARKETING
Build a Profile that Represents Your Shopper Begin Gathering Insights About Shoppers
STEP 1 STEP 2
Action Item Action Item
Once you have collected enough info about your ideal shop-
per(s), use the Shopper Marketing Profile Template to build
specific profiles your team can utilize.
Fill out the Shopper Marketing Insights Database with any
existing insights you have, and use it as a place to store
on-going discoveries about your shopper(s).
Introduction
Strategic
Planning
3
V I E W R E S O U R C E V I E W R E S O U R C E
Every marketing effort starts with the ideal buyer, and in the
case of shopper marketing, your ideal shopper or consumer.
Ensure that you have a detailed profile for each shopper, so you
can tailor your marketing programs to their specific situation.
Insights about shopper behavior are critical to the success
of any shopper marketing program. It is critical that you and
your team collect and analyze insights on a regular basis to
empower decisions you make about how to attract shoppers
to your program.
Helpful Hint – Leverage the Shopper Marketing Profile
Interview Questions template to get the questions you should
consider asking anyone involved in a survey to research your
ideal shoppers.
Helpful Hint – Watch your competition to discover insights from
their existing programs using the Shopper Marketing Competi-
tion Tracking tool.
Learn About
Shopper
Analyze
Opportunities
Technology
Selection
Campaign
Execution
1 2 4 5 6
Measure
Results

15. 15SHOPPER MARKETING
Build Your Shopper Journey Stages Plan Your Objectives and Metrics
STEP 3 STEP 4
Action Item Action Item
Utilize the Shopper Marketing Journey Stages Template
to lay out the behaviors and insights for each stage of the
non-linear shopping journey to plan your campaigns.
Utilize the Shopper Marketing Strategy Workbook to help
plan the high level execution-related objectives and KPI’s for
your shopper marketing program.
V I E W R E S O U R C E
Although most shopper marketing strategy has been centered
on a linear approach, the truth is that shoppers often travel
between stages and steps in a non-linear fashion, moving back
and forth as they make their decisions.
That said, it’s important to understand the stages shoppers
can travel between to build the best campaigns suited to their
non-linear activity and behaviors.
Before starting any marketing program, it’s important to have a
solid plan with specific objectives, performance indicators and
timeframe to ensure the program is focused on specific results.
Introduction
Strategic
Planning
3Learn About
Shopper
Analyze
Opportunities
Technology
Selection
Campaign
Execution
1 2 4 5 6
Measure
Results
V I E W R E S O U R C E

16. 16SHOPPER MARKETING
Complete and Present Your Plan Hire Resources to Manage the Program
STEP 5 STEP 6
Action Item Action Item
Modify and then present your Shopper Marketing Project
Plan to senior leadership to get the resources allocated to
execute your program.
Utilize the Shopper Marketing Manager Job Description for
your needs and post it online to find someone who can help
manage your shopper marketing program.
V I E W R E S O U R C E
Getting approval on your initial plan, from leadership within
your company, is an important step that will both help build your
team’s confidence on the work ahead, and secure the resources
required to bring the program to life.
In most cases, you will need at least one dedicated human
resource managing your shopper marketing program.
Building a dedicated team will ensure the best results, but your
program may need to start by assigning tasks to your existing
sales and marketing teams to save budget.
V I E W R E S O U R C E
Introduction
Strategic
Planning
3Learn About
Shopper
Analyze
Opportunities
Technology
Selection
Campaign
Execution
1 2 4 5 6
Measure
Results

17. Technology Selection
STAGE 4
Evaluate technology solutions that enable your team to bring
your Shopper Marketing program to life.
STEP 1: Discover Shopper Marketing Vendors
STEP 2: Determine the Best Vendor(s)
STEP 3: Build an Integrated Shopper System
SHOPPER MARKETING

18. 18SHOPPER MARKETING
Introduction
Technology
Selection
4
Discover Shopper Marketing Vendors Determine the Best Vendor(s)
STEP 1 STEP 2
Action Item Action Item
Review the Shopper Marketing Vendors Matrix to find tech-
nology solutions that suit your needs.
Use our interactive Shopper Marketing Vendor Selection
Tool to discover the best vendor(s) for your program based
on what matters most to your company.
V I E W R E S O U R C E V I E W R E S O U R C E
Evaluate shopper marketing technology solutions that enable
your team to bring your Shopper Marketing program to life.
These technologies can bring incredible insights, or provide a
competitive unique way to present your program to your ideal
shopper(s).
More often than not, there are multiple vendors you may be
interested in pursuing for your shopper marketing program.
It’s important to score these vendors based on what your
company needs most to find the perfect fit.
Learn About
Shopper
Analyze
Opportunities
Strategic
Planning
Campaign
Execution
1 2 3 5 6
Measure
Results

19. 19SHOPPER MARKETING
Build an Integrated Shopper System
STEP 3
Action Item
Use our Shopper Marketing System RFP to discover the
best vendor(s) with the skillset required to integrate all of your
systems together into a single Shopper Marketing system.
Your CRM, Marketing Automation, Loyalty Card, Customer
Service and other systems will need to be integrated into a
single Omni channel.
Using an RFP template will help you get the ball rolling on
finding the right partners to bring this system to life.
Introduction
Technology
Selection
4Learn About
Shopper
Analyze
Opportunities
Strategic
Planning
Campaign
Execution
1 2 3 5 6
Measure
Results
V I E W R E S O U R C E

20. Campaign Execution
STAGE 5
Prepare and launch campaigns that are based on existing best practices.
STEP 1: Review Main Strategies, Tactics & Trends
STEP 2: Launch Campaigns Based on Best Practices
SHOPPER MARKETING

21. 21SHOPPER MARKETING
Introduction
Campaign
Execution
5
Review Main Strategies, Tactics & Trends Launch Campaigns Based on Best Practices
STEP 1 STEP 2
Action Item Action Item
Review the Shopper Marketing Program Strategies
template for suggestions on the most widely used tactics,
trends and channels for a shopper marketing program.
Leverage the Coupon Best Practices, Contest Best Prac-
tices, Digital/Traditional Signage and Retail Mobile Best
Practices checklists to ensure best practices are followed
for your campaigns
V I E W R E S O U R C E V I E W R E S O U R C E
It’s always helpful to constantly review the different approaches
you can make in any shopper marketing program, both as
you build your campaigns, and also to help improve existing
campaigns.
During any shopper marketing program, ensure you are lever-
aging best practices for any specific campaign approach to
maximize your chances for success.
At its core, if a shopper marketing program gathers insights and
builds a relationship, it’s already valuable even before direct ROI.
Learn About
Shopper
Analyze
Opportunities
Strategic
Planning
Technology
Selection
1 2 3 4 6
Measure
Results

22. Measure Results
STAGE 6
Measure the results of your campaigns to determine return on investment (ROI).
STEP 1: Measure the Results of Your Campaigns
SHOPPER MARKETING

23. 23SHOPPER MARKETING
Introduction
Measure
Results
6
Measure the Results of Your Campaigns
STEP 1
Action Item
Use the Shopper Marketing Metrics Dashboard to track
key metrics in your campaigns, so they can be easily and
visually shared with senior leadership.
V I E W R E S O U R C E
The final step in any shopper marketing program is ongoing.
You will need to carefully measure the results of your campaigns
over time to prove revenue impact, and leverage insights gath-
ered for future campaigns.
Learn About
Shopper
Analyze
Opportunities
Strategic
Planning
Technology
Selection
Campaign
Execution
1 2 3 4 5

24. Conclusion
To learn more, contact Demand Metric: info@demandmetric.com
SHOPPER MARKETING
At the end of any business process, it’s always a good idea to review it
and identify areas for improvement.
Demand Metric has the tools and expertise to help you build an effective
Shopper Marketing plan:
Creating or auditing your Shopper Marketing plans
Assisting with using any of the tools referenced in this playbook
Providing hands-on marketing assistance to accelerate achieving
your marketing department’s goals.

25. About This Playbook
SHOPPER MARKETING
Demand Metric is a marketing research and advisory
firm serving a membership community of over 106,000
marketing professionals and consultants in 75 countries.
Offering consulting playbooks, advisory services, and
500+ premium marketing tools and templates, Demand
Metric resources and expertise help the marketing
community plan more efficiently and effectively, answer
the difficult questions about their work with authority and
conviction, and complete marketing projects more quickly
and with greater confidence — thus boosting the respect
of the marketing team and making it easier to justify
resources the team needs to succeed.
To learn more about Demand Metric, please visit
www.demandmetric.com

26. © Demand Metric Research Corporation.
All Rights Reserved.
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