Shopper Relationship Management Delivers the Winning Hand

Title: Shopper Relationship Management Delivers the Winning Hand

Description: In the current economy, consumer package goods (CPG) marketers can sometimes feel as though they are involved in high-stakes game of Texas Hold ‘Em, and they’re not always sure what cards are in their own hands. The game is changing, however, thanks to new capabilities that make it easier to understand and manage shopper behavior, from their unpropensed state at the top of the funnel to the decisions they make at the shelf.

This Point of View reveals a new era of Shopper Relationship Management (SRM) in which speed is the differentiator that tips the odds in your favor before you even sit down at the table. Without speed you are left at the mercy of all the same factors affecting your competitors, but getting granular data well ahead of everyone else is the equivalent of seeing everybody else’s cards at the poker table. To truly stay a step ahead of shoppers and the competition, marketers can leverage the ability to understand what shoppers will do in scenarios they themselves have not yet encountered, making your marketing efforts more fact-based and faster-to-market.