Sales and Shopper

After multiple decades in the shopper / retail / commerce marketing space, these are the top 5 most common reasons that your shopper program is NOT resonating with your sales team.

1. Lack of Alignment with Sales Goals:

If shopper marketing campaigns are not aligned with the overall sales goals or strategies, sales teams feel that their efforts are not being supported effectively.

2. Unclear Objectives

If the objectives of shopper marketing campaigns are not clearly communicated or understood, sales teams will find it challenging to communicate these initiatives to the retailers, or outright ignore it.

3. Ineffective Campaigns:

If shopper marketing campaigns do not resonate with the retailer’s target audience salespeople will feel they have to sell it in, in a way that is unauthentic, thus putting their relationship and reputation at risk.

4. Disconnect with Customer Reality

If shopper marketing campaigns are not grounded in a deep understanding of the customer's needs and preferences, salespeople will struggle to leverage these initiatives, and will be forcing it in rather than taking orders.

5. It Just Doesn't Fit... Literally

You would be AMAZED at how many programs we’ve been asked to clean up because in-store displays that were designed by someone else can’t fit into salespeople’s cars, they’re incorrectly shaped for the store they’re going in, or the digital assets are so mis-aligned from where they will be displayed, that it’s doomed from the start.

So, what do you do?

It's essential for organizations to foster strong communication and collaboration between sales and marketing teams to ensure that marketing efforts, including shopper marketing campaigns, are aligned with overall business objectives and support the sales process effectively. Additionally, regular feedback loops and data-driven analysis can help refine and optimize marketing strategies to enhance their impact on sales.

We can help

With a team of experts spanning all categories with decades of experience, Give me a shout if you need help avoiding these common pitfalls, or even if you just want to vent about them!

Mike Batiste
Managing Partner
917.740.0215

Get in Touch

Thank you - I'll be in touch soon!

Something went wrong. If the problem persists, reach out the me directly.