MARKETING

TO SHOPPERS

10 SECOND SUMMARY
The M2S toolkit has been designed to enhance our existing Perfect Store. This is because the most
brilliantly executed campaigns are created when we consider the best way to Market our brands to
Shoppers, not just consumers and when we think of in store as a media channel.

To reflect this, there are now 7 pillars that we can focus on to create a Perfect Store, Shopper Driven
Assortment, Primary and Secondary Placement, and new focus areas, Call to Action, In Store Brand
Activation, Pack Clarity and Perfect Launch. Each of the pillars is based on consumer, shopper, channel
and customer insight.

OVERVIEW
Marketing to Shoppers (M2S) sets out how we work with CD to better connect our marketing objectives
with the shopper in store. It consists of a toolkit, learning and best practise to ensure that we are
reflecting consumer, customer, channel and shopper insights in the in store execution of our brands.
The M2S pyramid shows the important elements of the shopper journey that will help us to attract
and engage shoppers and finally close the sale. In executing launches, we can use this model in developing
superior pack design and in designing all the elements of in store activation (including POSM,
secondary display & other in store activation like store sampling and demonstrations). It also encourages
us to think about critical factors important when merchandising to make sure our brands are available and
visible in store.
 MARKETING
TO SHOPPERS

WHO?
Each section of the M2S toolkit sets out guidelines, roles responsibilities & shows best
practise examples throughout to help us to craft seamless execution and brilliant brand
experiences for shoppers.

Brand Development and Customer into Category teams use the Marketing to Shopper Toolkit
to provide global design and guidance by channel in the Brand Experience Toolkit. Brand
Building and Customer Marketing then localise this according to JTBD by channel. Customer
Development execute, measure learn and improve through Perfect Store.

In this way, BD, BB and CD collaborate to create integrated campaigns that are built on a
strong understanding of shoppers and their experience on their journey to purchase.

M2S TOOLKIT
M2S TOOLKIT – overview of the 7 pillars

Shopper Driven Assortment: Defines the process that BD and BB follow to give BB/CM clarity on the
channel/customer assortment prioritisation as well as ensuring that the right SKUs are included as part of
the Perfect Store OSA list.
Pack Clarity: Provides key principles for BD to follow in designing primary & secondary packaging to
create packaging & POS material that stand out with shoppers at shelf. It also contains a BD/CMI audit
checklist for testing the quality our material.
Primary Placement: Sharpens how we define the right primary shelf placement for our brands bringing
principles of primary placement and guidance on how to effectively develop and deploy POS material.
Secondary Placement Encourages us to look at quantity as well as execution of our secondary displays. It
helps teams to decide what the right secondary cross-category placement of our brands is by category and
channel what materials (2D and 3D) are to be used?
In store Brand Activation Brings our brand experience to life in store with the shopper. Focuses on the key
principles of great in store activation by ensuring it activation is integrated, strategic, disruptive and
interactive. It provides clarity on the different planning touch points where in store activation guidance
needs to be provided from global to local bringing our brand experience to life in store through the 5
senses (smell, taste, touch, sight, sound) executed through either POS material and/or in-store advisors. 3
Call to Action To improve the effectiveness of our messages, introduces the tools available to develop
effective and test current CtA messages.
Perfect Launch
We are embedding our Perfect Store thinking with new product launches to further leverage our bit hit
innovations.

CONTACTS AND LINKS

Kate Hick Learning Manager, Unilever Way Team
Scott Bellm Director Perfect Store Centre of Excellence