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Provide a brief introduction to WWA and our unique training capability
As context for identifying the new skill requirements, share WWA’s definition of Shopper Insights, Shopper Merchandising and Shopper Marketing along with key structure and process overviews.
Outline the new skill requirements for both category management and sales personnel along with a high level overview of WWA’s training curriculum and approach
WWA’s definition of Shopper Insights and the Key Activation Points
Shopper Insights
Insights necessary to understand the shopping experience including shopper need states, shopping occasions, shopper behavior in-store, drivers behind the purchase decision at the shelf and reaction patterns to particular in-store stimuli
Shopper Merchandising• Improving the shopping experience
through better assortment, shelf arrangement, fixture design, shopper communication and displays
• Plan-o-gram aligned with shopper needs• The realm of category management
Shopper Marketing• The employment of marketing stimuli,
developed based on a deep understanding of shopper behavior, designed to build brand equity and/or store banner equity, engage the shopper and lead him/her to make a purchase
Consumer Marketing• Product development• Packaging Communication• Pre-store marketing• Direct to Consumer promotion
Activation in 3 Areas
…is solutions focused and more operationally aligned with most organizations
Shopper Insights/Merchandising/Marketing training programs should fulfill the following knowledge and skill requirements
Understand the key drivers of the Market Place looking forward and the need for “Shopper Centric, Solutions Oriented Planning”
Understand the key components that must be in place to create an effective shopping experience
Learn the process for an effective Shopping Experience Audit
Learn the most commonly employed consumer and shopper research methods and their application to different types of shopping experience questions
Understand important shopper insights concepts such as shopper segmentation, trip missions, decision trees, shopper need states, solution groupings , etc
Identify key components of a shopper solutions strategy
Learn to incorporate the 4 P’s and key shopping experience strategies into a cohesive plan that connects with the shopper and the shopping experience
Learn the steps for breakthrough ideation and collaboration with retailers on developing actionable shopper solutions
Learn importance of developing broader retailer contact points including merchandising, marketing and operations to develop and execute Shopper Centric Solution Plans
Understand methods for evaluating and measuring ROI on in-store merchandising and marketing solutions
Customized training that is highly relevant to participants
We believe training of this type should be customized as this reinforces the integrity of program content, ensures ease of translation from the class room
to business building application and virtually guarantees the highest ROI
Program Content is customized to the clients approach and capabilities on shopper insights and marketing
• Consumer and Shopper Insights availability and application• Sales and Marketing Planning process• Category Management Approach• Shopper Marketing Approach
Breadth and depth of the training curriculum is customized to the participants and the level of skill development required
• Shopper insights managers and analysts• Category managers and category advisor’s• Sales team leaders and managers
Program structure is customized based on the time and investment available
Shopper Insights knowledge/skills development must be aligned with roles, responsibilities and near term business needs
The ProcessProgressive developmentof knowledge and skills
based on mostimmediate needs by
functional level
Skills inventory to determine skill needs of the first and second level managers who must be prepared to perform new responsibilities ASAP
Based on outcome of skills inventory, design and conduct training for aforementioned first and second level managers
Conduct orientation for select Sales Managers focused on application of Shopper Insights
Conduct orientation for Field Category Managers focused on application of Shopper Insights
If necessary, consider conducting skills inventory of Field Category Managers to identify available talent as transformation to shopper insights continues
Assess progress and determine plan to reinforce and institutionalize the training
• Growing importance of shopper data analysis and longer range planning.• Growing importance of providing merchandising innovation and strategic support.
• Growing importance of having a general management mind set; thinkers and doers.
SituationalAssessment
SituationalAssessment
Trends Influencing
Future SkillsRequirements
Trends Influencing
Future SkillsRequirements
• Over past 15 years most training investment focused on building category management skills…minimal investment on Sales/Customer Team Leader management skills development.
• Multiple streams (sales, category management, shopper insights, shopper marketing) interfacing with customer…sales role becoming increasingly diluted. Key question…Who owns the retail customer business development strategy and is accountable for performance?
Team LeaderSkills
DevelopmentFocus
Team LeaderSkills
DevelopmentFocus
Sales/Customer Team Leader skills must also evolve to meet the needs of retailers in today’s dynamic industry environment
• Understanding of category management, shopper/consumer insights , shopper marketing, marketing and finance through career path exposure or training.
• The ability, from a general management perspective, to coordinate and decide cross functional, customer specific initiatives
• The ability to conceptualize problems and solutions…strategic thinking.• The ability to engage in productive strategic collaboration at the highest levels.
Must have the knowledge and skills to be the hub and leader of all customer management activity