ANA Shopper Marketing Maturity Model
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Demand MetricANA Shopper Marketing Maturity Model
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Demand MetricSHOPPER MARKETING
Maturity Model
STAGE 4 - World-Class
STAGE 3 - Mature
STAGE 2 - Progressive
Shopper
STAGE 1 - Undefined
Marketing Defined, integrated strategy for
Capabilities Defined, integrated strategy and
shopper marketing exists across the
organization, and campaigns are
Defined strategy and processes exist for processes exist for shopper marketing
tracked and measured by effectiveness
No defined strategy or process for integrated shopper marketing in pockets across the organization
Strategic of engagement and conversion
integrated shopper marketing in the organization
Integration
Shopper marketing is viewed as two Shopper marketing is recognized as Shopper marketing is viewed as
No distinction between brand-centric distinct approaches (Brand-centric vs. important for driving discovery, prefer- the key component in customer-
Organizational
(marketing) activation or customer- Customer-team) and budget and staff ence, and loyalty. Senior management engagement strategy, and it is the
Structure team (sales) activation resources are allocated accordingly via has a long-term commitment and provides primary focus for the marketing
integrated groups required resources for growth organization
Some, but not all, shopper marketing
Shopper marketing is taking an ad hoc There are comprehensive, end-to-end
There is a platform that performs platforms are integrated (campaign
approach to technology. Some solutions systems integrated with all shopper-
Tools & specific shopper marketing functions management, shopper insights,
are in place for shopper insights, content marketing related tools and platforms
Platforms marketing, and social media, but they are
with coordinated tools, applications, analytics, content marketing,
with tight integration to enterprise
and workflows social listening, CRM, marketing
not integrated systems (CRM, ERP, etc)
automation, etc.)
Decisions are made directly based
Shopper insights are collected for Shopper insights are separated from on historical collection and analysis
Shopper and consumer behavior is not
Shopper individual campaigns but are not consumer insights across the marketing of both shopper and consumer
tracked so decisions are made based
Insights on assumptions not facts
robust enough to fully understand team. Teams are starting to understand insights and are directly connected
ROI impact how behavior makes an impact on ROI to forecasting and measuring ROI
impact overall
SHOPPER MARKETING
Shopper
Maturity Model
Marketing
Capabilities STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class
Digital experiences are an after- Sophisticated, high-impact digital Sophisticated and effective digital
Limited focus exists on creating digital
thought and not the driving force experiences are created based on experiences are delivered based on
Digital experiences for shopper marketing.
behind shopper marketing initiatives. detailed journey-mapping exercises shopper expectations and stage in the
Experiences Teams are focused on traditional
Experiences created do not have and measuring success by incremental purchase process to understand the
marketing approaches
largescale, positive brand impact revenue growth ROI of each campaign
The omni-channel experience is fully
All shopper marketing related chan- Plans for an integrated omni-channel
Omni-Channel Some aspects of the omnichannel integrated from brick-and-mortar stores
nels and systems are not integrated customer journey are in progress
Customer into a cohesive experience as data but channels and systems remain
customer journey integrated but not all to ecommerce with real-time instore
Journey systems and data are synchronized inventories and in-store pickup from
exist in silos disconnected
online orders
Enterprise-wide dashboard with visual
representation of shopper acquisition
Analytics are in place to monitor and Shopper marketing has a dashboard
and engagement by behavior,
Metrics & No defined metrics are collected or track basic shopper-marketing metrics to monitor performance across retail
experience, brand reach, etc. via
Measurement reported on such as sales lift and the percentage of partners and report on shopper-
in-depth shopper and consumer insight
shoppers who saw a specific program engagement metrics by campaign
collection and analysis across all
efforts, channels and campaigns
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