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Shopper Marketing Roles Framework

We created the Customer Engagement Framework to help organizations improve their shopper marketing efforts across 6 categories: Roles, Responsibilities, Processes, Technology, Content and Metrics.  This framework was designed with shopper marketing best practices in mind. It should be used to audit your current capabilities and ultimately help you document an action plan for each of the following stakeholders: Senior Management, Shopper Marketing Owner, Brand Marketing, Insights, Digital & Social Media, Sales Management, Field and/or Account Teams and Retail/Channel Sales Partners.

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Shopper Marketing Roles Framework

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  1. Shopper Marketing Roles Framework TECHNOLOGY Senior Management ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS Revenue Accountability Staffing & Channel Management Reporting to CEO/Board Budgeting & Planning Reviews & Coaching Recruitment & Retention Insights Dashboard Marketing Automation CRM Thought Leadership Blog Webinar Presentations Conference Keynotes Revenue by Channel Shopper Lifetime Value, NPS Return on Customer (ROC) Shopper Marketing Owner Retail and Brand Strategy Omni-channel Strategy Digital Marketing Strategy Shopper Marketing Budgeting Agency Management Communications Management Insights Dashboard Omni-channel Systems Project Management Shopper Marketing Budget Agency Contracts Shopper Marketing Policy Market Share, Profitability Brand Equity Omni-channel Usage Brand Marketing Brand Centric Activation Brand Impact Analysis Campaign Creation Advertising/Sponsorship Lead Generation Campaigns Insights Dashboard Marketing Automation Digital Asset Management Advertising/SEO Email Campaigns Print Media Campaign ROI, Email Metrics Marketing Qualified Leads Contribution to Pipeline Insights Insight Collection and Analysis Simulations and Virtual Insights ROI Forecasting Campaign Analysis Campaign Scoring Measuring Historical Metrics Insight Reports Insight-based Proposals A/B Split Test Results Cost Rate, Market Reach Lift Rate, Sales Impact ROI, P&L Impact Insights Dashboard Virtual Store Simulation Multivariate Metric Management Digital & Social Media Omni-channel systems Social Listening and Engagement Mobile apps and tools Omni-channel Development Social Channel Management Mobile Channel Management Insights Dashboard Omni-channel Systems Social and Mobile Platforms Posts, Tweets, Photos Forums, Chats, Comments Articles, Community News User Engagement Sentiment Analysis Campaign ROI Sales Management Omni-channel Analysis External Communications Retailer Channel Sales Omni-channel Management Influencer Identification Relationship Cultivation Insights Dashboard Analytics & Reporting Retail Contact Database Data Sheets, Whitepapers Case Studies/Testimonials Proposals, Presentations Channel Growth Revenue by Channel Market Share, Profitability Field and/or Account Teams Customer Team Activation Retailer Relations Campaign Execution Product Launch Product Positioning Competitive Analysis Campaign Assets Campaign Channel Maps Competitive Analysis Avg. Revenue Per Retailer Avg. Order Value Conversion Rate, Renewal Rate Insights Dashboard Project Management Competition Tracking Systems Shopper  Marke+ng  Framework   Retail/Channel Sales Partners In-store Insights In-store Campaign Support Retail/Channel Sales Support Shopper Experience Virtual Simulation and Testing In-Store Behavioral Analysis Shopper Personas Shopper Journey Map Store Layout Map Shopper Satisfaction Index Shopper Lifetime Value Net Promoter Score (NPS) Insights Dashboard Shopper Analysis Systems Omni-channel Systems

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