• Shopper Marketing
  • ECR Europe 2009 Forum
    • OxfordSM attended and presented at the ECR Europe Forum for the second year running.
    • This year a lot of ground was covered but we took away 2 clear message
      • Shopper habits and attitudes are in dynamic change, change that will be sustained after the recession.Shopper are now a critical target audience for business to understand and market to.
      • Understanding and responding to the retailer agenda continue to be a challenge and an opportunity.
        • Retailers are becoming sharper in managing themselves as brands
        • Genuine collaboration between retailers and suppliers focused on the shopper and driving real mutual growth is the next great challenge
    Below are links to our ECR Forum highlights and the Unilever and OxfordSM presentation on supplier retailer collaboration

    OxfordSM thoughts on the ECR Forum

    The Journey to Strategic Shopper Marketing
    • The ability to develop deep insights and build relevant solutions to win at the point of purchase - often described as the first moment of truth - is increasingly seen as a vital strategic growth driver.
    • Oxford Strategic Marketing surveyed and interviewed 26 leading Shopper Marketing practitioners across Europe, both in manufacturers and retailers. We wanted to discover what is actually happening at the coal face today.
    • The research comprised a 44 question on-line quantitative survey and a follow-up telephone interview conducted by OxfordSM during April and May 2008. We spoke to Heads of Customer Marketing, Business Development and Insights.
    • Understanding and responding to the retailer agenda continue to be a challenge and an opportunity.
    • Below is a link to download the Shopper Marketing benchmarking research