Shopper Marketing Maturity Model

1. Shopper Marketing Maturity Model 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

2. 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 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