Home   ›   News

Coke Sponsors Shopper Marketing Commission for Retailers

Prominent retailers will study emerging shopper marketing strategies to drive industry change

ATLANTA, April 15, 2009 -- As part of its ongoing Shopper Merchandising and Marketing leadership strategy, Coca-Cola North America (CCNA) is sponsoring the creation of the Retail Commission on Shopper Marketing. This group of prominent retailers will work with industry experts to determine how to best leverage manufacturers' insights to develop shopper-based marketing approaches and capabilities that enhance the shopping experience and increase same-store sales and profit performance.

The Commission will explore the topic of shopper marketing guided by Dr. Brian Harris, chairman of The Partnering Group. Harris is the renowned "father" of the practice of category management, which revolutionized the retail industry during the 1990s. The In-Store Marketing Institute will facilitate the year-long process, which will culminate with the development of a "Shopper Marketing Best Practices" white paper.

"The Retail Commission on Shopper Marketing presents a tremendous opportunity to engage leading retailers in a dialogue about emerging shopper marketing initiatives," said Diane Wallace, vice president of shopper marketing, Coca-Cola North America. "The objective of this work is to drive trips, baskets and shopper loyalty through irresistible, idea-driven store activation. We look forward to this collaboration, and developing a model with retailers to enhance the connections we make with shoppers to drive our businesses."

"Shopper marketing is the next big step in the evolution of strategic retail marketing. It logically builds on the foundation of the collaborative business methods of category management, but is enhanced by the strong linkage to shopper attitudes and behaviors, as well as the improved creative activation in store," said Harris. "Manufacturers, like The Coca-Cola Company, are on the leading edge of this trend and are producing new and highly valuable insights about shoppers and their behavior. Leading retailers recognize the power of this information. What's needed now is to create the collaborative business practices and retailer organizational capabilities to fully realize its potential and convert more shoppers into buyers. This is the focus of the Commission's work, which will develop and publish related principles, processes and organizational capabilities."

"Coca-Cola's advocacy of this issue and its Commission sponsorship will stimulate precedent-setting dialog," said Peter Hoyt, executive director, In-Store Marketing Institute. "Through the white paper, Commission members will communicate what changes must take place, why and -- most important -- how the industry can change." The In-Store Marketing Institute is in the process of identifying Commission members.

"The Coca-Cola Company recognizes the need to standardize the approach to shopper marketing from the retailer's perspective," said Wallace. "By sponsoring the Retail Commission on Shopper Marketing, the Company supports an industry effort to develop a model that will drive value and success for both retailers and manufacturers."

About The Partnering Group
The Partnering Group (TPG) is an international strategy and general management consulting firm whose mission is to build sustainable value for leading consumer product companies worldwide. For two decades, TPG has helped business leaders address their greatest challenges, from developing and deploying strategy to reorganizing for improving productivity and maximizing revenue. Dr. Brian Harris, TPG's founder and chairman, is acknowledged internationally as a thought leader in the field of retail management and is credited with pioneering two of the most significant developments in this field -- Computerized Space Management (in 1985) and Category Management (in 1989). Since founding TPG in 1990, Dr. Harris has helped implement the category management approach in retailer, wholesaler and manufacturer companies in 25 different countries. He has also coauthored the U.S., European, and Brazilian ECR Category Management Best Practices Reports. For more information visit www.thepartneringgroup.com.

About The In-Store Marketing Institute
The In-Store Marketing Institute is a global organization of brand marketers, retailers, agencies and manufacturers focused on improving retail marketing strategy worldwide. Based outside of Chicago, the Institute serves the needs of its membership by providing information, research, education and training, networking opportunities, trade publications and trade shows designed to further the understanding, acceptance and effectiveness of in-store marketing. For more information visit www.instoremarketer.org.

About The Coca-Cola Company
The Coca-Cola Company is the world's largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Along with Coca-Cola, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERade, Minute Maid and Georgia Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of nearly 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our Web site at www.thecoca-colacompany.com.

Published: April 2009

Source: Coca-Cola North America

More Reading