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Shopper & Customer Marketing Survey Results

Shopper & Customer Marketing Survey Results. Solid Participation Across Several Departments. Shopper Marketing. Overall response rate of 51% ( 142 responses/ 280 surveys sent). Majority Of Respondents Have 4+ Years Tenure. Shopper Marketing.

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Shopper & Customer Marketing Survey Results

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  1. Shopper & Customer Marketing Survey Results

  2. Solid Participation Across Several Departments Shopper Marketing • Overall response rate of 51% (142 responses/280 surveys sent) Classified - Internal use

  3. Majority Of Respondents Have 4+ Years Tenure . . . Shopper Marketing Classified - Internal use

  4. . . . While A Significant Number Is Newer To Their Role Shopper Marketing Classified - Internal use

  5. Consensus On Where We Should Focus Shopper Marketing Comfortable Brand And Product Knowledge Understand Shopper/ Guest Objectives Persuasive Presentation & Influencing Plan Understanding Shopper/ Guest Occasions/ Missions Unimportant Important Building an Effective Execution Plan Understand Shopper/ Guest Segments, Behaviors, Motivations Using Data for Shopper/Guest Insights Channel & Category Drivers Evaluating Creative Concepts Identify Shopper/ Guest Opportunities Develop Collaborative Strategy PITA / TIOS Understand Pre, During, Post Shop/Occasion Behaviors Managing Agency Performance Role of Messaging and Media in Pre, During, Post Shop/Occasion Measuring Results& ROI Uncomfortable Classified - Internal use

  6. Similarity Amongst All Departments On Capability Needs Shopper Marketing Market Segments (number of responses) Top 5 Capabilities Next 5 Capabilities

  7. Next Steps: Capability Development Plan Shopper Marketing Shopper / Customer Marketing Capability Standards And Curriculum • Alignment with department head on capability standards, success measures, and IPOs by function • Survey results will inform high priority capability development needs and curriculum • Capability Development Plan will include tangible ways to build capability e.g. pilot project execution, sharing best practices, workshops, ongoing community connections, reference resources … Classified - Internal use

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