Occasion-Based Marketing can provide direction across many facets of the retail industry: overall store design - from pantry to food solutions, identifying areas of the store that could be differentiated profitably versus competition, suggestions for permanent merchandising solutions linked to everyday shopper occasions, and advocating for a shift from special occasion programs only to a combination of everyday occasions and special occasion programs.

And, as you mentioned, occasion-based marketing can provide richness to shopper marketing by identifying top occasions for our key retailer’s shoppers. This allows us to develop programs that are important to their shoppers and that are differentiated from the other retailers in the area. This includes one-size fits all programs to retailer specific programs using their shopper’s insights coupled with their shoppers’ top occasions.

It is important to have great insights, but it is even more important to take those insights to action. It is the manifestation of the insights that can be measured. Qualitatively, we use the feedback from our retail partners and shoppers to gauge whether we are developing programs that provide value to them and our shoppers. Analytically, we have created an approach that allows us to measure the impact of our Shopper Marketing programs.

We believe that the most successful Shopper Marketing programs are those that are built upon great shopper insights.