Spread the word: Shopper

Most blue chip manufacturers have been undertaking some sort of shopper research for years. But if shopper insight managers have one thing in common, it is getting the concept of 'shopper' understood beyond their own departments.

The challenge is that most companies still have an orthodox view of brand management. Traditional marketing took no notice of shopper insight at all and most companies still consider the results of shopper research as an added extra. Very few companies have promoted an understanding of shopper throughout the organisation.

Now is the time for a radical new way of thinking. Companies need to look beyond the consumer and people need to move out of their organisational silos. Enlightened individuals at the top must champion the shopper cause and get buy-in from the sales and marketing teams.

Why does this matter? Brands understand their consumers well. But those that add shopper insight to NPD, sales and marketing gain significant strategic advantage.

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