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08/25/2021

The Key to Understanding Shopper Marketing

We talk shop with Mosaic's Bill Haveron, part of the Commission to Standardize the Measurement of Shopper Marketing (SM2).
Tim Binder
Executive Editor
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Mosaic's Bill Haveron

Mosaic’s Bill Haveron wants to have an impact on the industry. Part of the Commission to Standardize the Measurement of Shopper Marketing (SM2), he is working hard with others to foster an industry-wide understanding of the true value of shopper marketing.

Haveron, group director, shopper marketing, at Mosaic, will present alongside IRI’s Steve Tobias and EnsembleIQ’s Laura Nicklin on Sept. 14 at the virtual Shopper Insights and Measurement Forum. (Click here to register for the forum.) Among the content will be the SM2 Commission’s Industry Playbook, which will establish best practices and adoptable standards for measurement. The playbook is being developed with support from some of the industry’s leading product manufacturers, marketing agencies and solution providers.

Path to Purchase IQ recently chatted with Haveron about the SM2 Commission’s work.

P2PIQ: Is shopper marketing misunderstood?

Haveron: For those of us who have worked in shopper marketing for many years, yes, I believe there is a general feeling that it is misunderstood. This is due in part to standard marketing and media measurement practices dictated over time — such as awareness (impressions), household penetration and buy rate — while shopper marketing is more closely tied to conversion and the objective of driving immediate sales growth versus KPIs measured over a longer time period. 

P2PIQ: Why will it be beneficial to have a playbook?

Haveron: There is no standard definition of shopper marketing, now evolving to commerce marketing, let alone a way to measure it. Shopper sits somewhere between marketing and sales in most organizations, and because of that, success KPIs vary by company, by category and by product in many cases. A standard playbook with a starting point will at least allow our industry to agree on what should be included when measuring shopper — and then provide best practices to do so.

P2PIQ: How do you hope the playbook will impact the industry?

Haveron: My hope is that it gets us all talking and agreeing in principle on what is most important to consider when determining the success of a shopper program across channels.

P2PIQ: How will brands and retailers be able to use/apply the playbook, compared to agencies and solution providers?

Haveron: Shopper teams from CPG manufacturers will likely gain the most from this playbook in allowing them to have the conversation internally with their organization — at the senior leadership level, the brand level and the sales level. This will additionally allow them to provide better direction to their agencies and other third-party partners in how to capture, analyze and determine key learnings, implications and recommended steps in order to make better decisions going forward. Retailers will benefit tangentially by having better programs presented to them that drive category growth and store or online traffic.

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