I came across this article today that puts a really interesting and personal view on the relationship between shopper marketing teams and their Brand Manager counterparts. It's a US article, but it had me wondering how the land lies between UK FMCG marketers.
There's always the age old battles between traditional sales & marketing teams, striving for the same goals but perhaps coming from different directions, at different speeds, but where does Shopper Marketing fit in your business?
In the past, we talked about how the lack of transparency and communication coming from the field have caused organizational misunderstanding for shopper marketers. But, to have a dialogue, you have to have someone who is willing to listen. So, today’s post is dedicated to hard working shopper marketers and their partners, empathetic and curious brand leaders who seek to better understand the shopper marketing challenges and perspectives, and who want to look at their business through the lens of retail. We interviewed several shopper marketing leaders and asked what they wish brand teams knew about the shopper marketing world to create a more productive dialogue. Here is what came up.