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FOR IMMEDIATE RELEASE
CLIENTONE ANNOUNCES SHOPPER MARKETING INITIATIVE WITH DAVID R. BELL ASSOCIATE PROFESSOR OF MARKETING AT WHARTON SCHOOLVenture to develop Shopper Marketing Lab to benchmark the layered marketing influences on the Shopper path to purchase in CPG/Retail
ATLANTA, GA – March 17, 2009 – Fostering a mutual interest to explain factors influencing consumers on the path to purchase, ClientOne and David R. Bell Associated Professor of Marketing at Wharton announced a new joint venture, The Shopper Marketing Lab.
The reason for the Shopper Marketing Lab is to put a stake in the ground benchmarking the profit impact of shopper marketing in CPG/Retail. Not only will shopper marketers be able to measure the impact of layered marketing influences on the shopper path to purchase, but more importantly they’ll have the ability to change those factors with precision.
"The big idea is to help shopper marketers respond with strategies by understanding levers in the consumer decision making process. The Lab will enable shopper marketers to see and then make changes in the marketing variables that drive sales improvement and build brand within shopper segments," noted David M. Katz Client Partner/President of ClientOne. "David R. Bell is a prolific scholar publishing game changing research in CPG/Retail including Win-Win Trade Promotions and more recently Unplanned Purchase Incidence: Who Does it, How Often and Why 2009. David’s work has earned the respect of CPG manufacturers and retailers alike."
"The Shopper Marketing Lab idea came about when we realized the majority of individual shopper variance observed in Unplanned Purchase Incidence is driven by who the shopper is more than by where they shop," said David R. Bell. "The idea clicked when data released from PRISM found that audience is the top causal reason for producing sales lift corroborating the research. Two independent studies pointing to the shopper deserves further field exploration. Particularly, if depending on the product, category, or store environment in question, the effectiveness of specific locations, marketing materials and messages vary significantly."
As part of the accord David R. Bell will oversee the Shopper Marketing Lab as Chief Architect including approach, methods and execution, identification of in/out-store marketing variables, program experimental design, measurement plan and KPI reporting (sales, trips, basket size, share, frequency and cross aisle category sales improvements, etc).
ClientOne will advise participants on shopper engagement based on findings from the Lab. This is a new paradigm that’s sure to make a difference in how CPG/Retailers think about Shopper Marketing. The Lab is not just about creating benchmarks but to equip participants with the tools to maximize their trade promotion spend.