Case Study : Retailer and CPG building a collaborative shopper marketing program to develop their business.
North American Drug retailer and marketing leading manufacturer.
Both companies recognized the untapped potential of Shopper Marketing, and how this approach could ‘unlock’ new growth opportunities for both companies. Past efforts in this area were underwhelming and not strategically aligned, resulting in less effective plans. There was a joint desire to collaborate and jointly, better leverage the capabilities of each other, work toward common shopper solutions.
To collaborate on building a shopper marketing platform and program through identifying mutually attractive target shopper segments, and creating an innovative in-store and out of store solutions to attract and satisfy the needs of those shoppers resulting in enhanced business results for both companies.
Using TPG’s proven approach for Collaborative Shopper Marketing, ‘3D’ methodology, and tools, a strategic platform was upon built based upon a deep understanding of target shopper’s behaviors and needs. From this a a multi-faceted’360’ degree shopper marketing program was developed and deployed with different variations designed to test the effectiveness of the key shopper facing program elements.
Business results met and exceeded expectations. Further, both companies recognized how this effort laid the foundation for a deeper multi-functional business relationship and gained the appreciation for how they can continue to collaborate in effectively providing their common shoppers a differentiated shopping experience.