Case Study: Shopper Marketing Plan Focuses on Key Target Segments

Client Description

Strategic US Grocery retailer and leading global food manufacturer.

Background

Both companies had invested heavily in shopper research and segmentation. However, this new view of the shopper had not been incorporated into key marketing plans within the store. There was a strong desire to leverage key shopper insights and create a collaborative shopper marketing plan that delivered improved business results for both sides.

Objectives

To develop a collaborative shopper marketing plan that aligned on key target shopper segments , and delivered an impactful and differentiated in store experience for shoppers, resulting in improved shopper value, and mutual business results for the retailer and CPG.

TPG Approach

Leveraging TPG’s best practices shopper marketing process and tools, a strategic Shopper Marketing plan was developed by combining the retailers shopper segmentation and shopper card data with the manufacturers consumer/shopper segmentation. This collaboration resulted in a 360 degree view of the target shopper being created which unlocked new and valuable insights and opportunities for both parties. A key new initiative was developed around a shopper segment based shelf set, that delivered a radically improved shopping experience for the target shopper group.

Impact/Results

The impact of this new approach was immediate – with above target performance for both parties. Based on this success, a repeatable and ongoing collaborative shopper marketing approach is now in place and being implemented across multiple product categories.