Shopper Effectiveness Debate
In the second IPM Effectiveness Session to discuss Shopper Marketing, was hosted and chaired by Rob Sellers Managing Director of Grey Shopper and joined by members of the newly formed IPM Shopper Marketing Council plus industry experts to debate the view on Shopper effectiveness today.
Rob Sellers commented "Two brilliantly-attended events that were great platforms for experts in their fields to interrogate how and why we do the things we do.
The Shopper Effectiveness session felt like the first step on a meaningful journey. It was fantastic to have stakeholders from across the Shopper spectrum essentially agree that we need to work together to build a stronger but justified reputation for Shopper as a discipline".
Rob Sellers was joined by Nic Sanders, Head of Instore Comms & Experiential The Co-Op, Paul Morrissey Agency Acumen and CIPS Marketing Procurement Panel, Danielle Pinnington CEO Shoppercentric, Clare Cryer, Managing Director Integer and Laura Izzard Snr Acct Director Haygarth.
Carey Trevill started the session with an explanation of the industry position on effectiveness and how the need to determine a clear measurement technique that was universally accepted would boost the efficacy of shopper marketing within overall marketing spend, armed with response from the Experiential session the day before, the shape of shopper and experiential should and would be driven by the IPM and it's Member run Councils.
Rob Sellers positioned the need for the industry, led by the IPM's Shopper Council, to promote the role of shopper to make it smart, sexy and make shopper famous. Rob went on to state that in order to make this happen, a collective ambition was needed to recognise and evaluate Shopper - setting clear, measureable standards to represent brilliant work. Excited by the industry position to affect overall outcomes by keeping effectiveness at the heart of what we do, Rob went on to explain that setting the scene with what shoppers are actually doing was critical in our overall understanding of shopper behaviour now.
Danielle Pinnington CEO and Founder of Shoppercentric, a regular speaker and contributor to the IPM presented some key facts to delegates attending, stating clear facts about shopper motivation and action. The panel then went on to debate the meaning of shopper and measurement today.
Amongst the highlight comments from the panel was the ability to truly evaluate your own work and for all parties to be invested in the measurement outcome. Consistently questioned where metrics outside of pure sales that led to positive outcomes where shopper defined the action. Rob Sellers presented a broadly known shopper definition with a further pledge from the IPM Shopper Council to pin down the definition. With further calls for all in shopper to understand and positively approach barriers to effectiveness, the panel concluded that often results are not being taken into careful enough consideration as the next project was already in planning. Being future ready was a key component of how shopper would continue to be at the forefront of marketing plans.
Following a similar format to the Experiential session, Carey Trevill went on to facilitate group breakout discussions with panel members again joining groups to help expand the thinking and thought process. Echoing much of the sentiments of the panel, contributions to the debate demonstrated that many areas of where path to purchase influence starts and ends has become more diverse, leading to opportunities together with straightforward points coming from delegates about the need to promote evaluation and results as a positive benefit from the industry.
Wrapping up the session, delegates were asked for future input and views forthcoming measurement principles with commitment from both the Council and IPM to issue clear measurement guidelines in 2017.