How measures based on customer insights unleash the growth of categories, create a common value for all stakeholders and contribute to the establishment of strategic partnerships with suppliers and customers in FMCG.
Debbie Schubert
By POPLever director Debbie Schubert.
Where should I start? This is a common question I've been asked by people new to the shopper role. Few have experience in this area when they start. Generally, when you are in the role, it is because you are a service provider.
Most people in this role see it as a springboard for other career opportunities. Others love the cut and the thrust of the ride and fall in love with the pace. I classify myself in the latter group. When you get into the job, there is often no roadmap or plan for the buyer. It is confronting. You are very visible.
I am also often asked: What does a shopper function actually do and how does it differ from marketing?
In short, the shopper function supports sales teams by creating levers that increase product sales. How? Through the use of insights and shopper point-of-purchase tools that differ depending on the customer. Remember that there is no business without customer sales. You need to understand what works around your customers.
To be successful, you need to be both proactive and reactive. Your action plans must be based on a broad understanding of business, both internally and externally. Don't forget your supply chain and the individual needs of your retail customers. Learn more about the procurement team about your POP (point of purchase) suppliers. Be brave, ask why a lot.
An important first step when you are new to a company is building trust. Start hopping the desk and get to know your neighbors. Build a relationship with them. Learn about their daily jobs, what they're working on, and what's important to them. In difficult times, people will lean to help those who help or listen to them. People like to work with people they trust and who respect them.
The function of a purchasing team is to convert actions into insights. Note that acting and thinking are not opposites. They work together. Insight-based measures are the best place to learn which levers drive companies. A good shopper marketer is an agile decision maker and planner. Be ready to bunker and fight it internally and externally. Include constant change.
Reflection is important for this role. It builds up knowledge and experience. After every project I make a habit of taking notes: "What worked, what didn't, what did we rock?", But above all: "What didn't go according to plan" and "What do we need?" to do better next time? “Learn and improve your game constantly.
If you are really a thought leader and innovative, you expect failure. It has never been done before, so there will be some bumps on the road. Lean on them. You have to stand there to be cut.
In difficult times like this, it's important to understand your market. Contact your suppliers and retail contacts. Pay attention to the traps and possible obstacles. You need to know how much it could hurt your business plans if wheels fall off your stores as much as yours. Shopper marketers are not judged by what you say, not by what you think, but by what you do. This is achieved through your skills and networks. Network, network, network!
Top tips for POP levers for buyers
Understand your category dynamics. Be ready to make, own, and act on your decisions. Be brave!
Communication. Be in constant conversation with your manager and your sales and marketing teams. Make sure you're targeting the same bottom line. A shopper process is never streamlined or pretty due to the constant changes in our industry. Make sure that the result is a common result on which you build your process. Your process must be agile and flexible. Align final goals!
Innovative thinking. You have the opportunity to turn innovative ideas into immediate action. Develop a brain trust in your company. Bring your ideas. You may have a brilliant idea, but not the tools to bring it to life. You can help them implement ideas from conceptual to concrete. Remember to confirm. Innovation needs diversity.
Play as a team. As a shopper marketer, you are considered an outsider. You finish things. However, they are most effective when you earn the trust and loyalty of others. Without this, you cannot bring projects over the line. Take the teams on a trip. This includes internal, your retail customer teams and your suppliers. Sell them a common dream that has business growth goals. Understand who the company's decision makers are. Ask and listen to their advice. Be cooperative!
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Debbie Schubert is the director and founder of POPLever Shopper Marketing Agency – Action from Insights, founded in 2016. She is an expert in shopper marketing and retail strategy and works both on the customer side and as an agency for FMCG shoppers. Deb has worked with major multinationals and startups including Snack Brands Australia, Lion Dairy, Pepsico, Nestlé, SC Johnson and RB. She has extensive knowledge of the Australian FMCG retail landscape. She was president of POPAI (Shop!) For four years.
