It's never been easy to explain to the industry outsiders what shopper marketers do all day long. The CPG industry is vast and omnipresent, but its marketing's inner workings are complex and hard to grasp. It takes a good year or two for the newcomers to fully immerse themselves into their roles and build a solid mental map of the shopper marketing discipline. We created this infographic to help those who are: Curious about the industry and discipline Newly hired and looking to quickly master the domain Working to recruit the next generation of shopper marketers Looking for ways to demistify ..read more

Most CPG marketers are facing pressure to invest more and more into retail media each year. This pressure is not about to lessen any time soon. According to EMARKETER forecast, total US omnichannel retail media spend will total almost $60Bn this year and will exceed $100Bn by the end of 2027 ..read more

The world of shopper marketing is dynamic and getting more technical and complex by the day. To help us make sense of it all, many of us seek opinions and advice from the industry experts and option leaders ..read more

Marketing operations, or MOPS for short, is a promising career in the CPG space. About a year ago, I wrote why shopper marketers are perfect candidates for emerging marketing ops roles. One of my clients reached out recently and asked for a deep dive into the topic. Specifically, she wanted to know the job description for a shopper marketing operations manager ..read more

Omnichannel shopper marketing is a dynamic, constantly evolving discipline. It sits in between and overlaps with brand management, sales, e-commerce and media teams. This makes shopper marketing very diverse and full of nuances and gray areas ..read more

Omnichannel shopper marketing is a dynamic, constantly evolving discipline. It sits in between and overlaps with brand management, sales, e-commerce and media teams. This makes shopper marketing very diverse and full of nuances and gray areas ..read more

Do you struggle with actualizing your shopper marketing events? You do? Well, you should feel good, at least you are trying. When we engage with CPG clients, we find that actualization is often such a huge pain that some organizations don’t even attempt to do it ..read more

The omnichannel shopper marketing job is a tough one (I wrote about it at length in this post), and it’s getting more complex and technical each year. This shifting playing field got to a point where shopper marketers have a hard time explaining what they do, especially when you talk to industry outsiders like your family and friends ..read more

The vast majority of CPG marketing teams use shopper incentives in the forms of coupons and rebates to enhance their shopper marketing campaigns ..read more

Success navigating the ever-evolving, hyper-competitive landscape of the consumer-packaged goods (CPG) industry isn't about making assumptions — it's about being fully informed. Utilizing data and insights is crucial for making knowledgeable decisions, understanding market dynamics, and shaping high impact marketing strategies ..read more