A full-service Shopper Marketing Plan
Dole’s CEO fully embraced the visionary plan and elevated Shopper Marketing from an administrative function to an organizational capability.
It’s tough out in the field. Dole Fresh had programs in place that weren’t getting the results they wanted. Dole’s Shopper Marketing department had trouble servicing all of their customers and it had become increasingly difficult to gain retailer support on anything but the most basic of initiatives. On top of that, customers weren’t convinced the programs Dole was designing would produce greater returns than trade promotions and had begun to redirect marketing investments into pricing deals or sponsorships of their own events that were often off brand strategy. Dole clearly needed help in optimizing Shopper Marketing capabilities and Pivot Point jumped in to take a look at Dole’s resources and current practices and identified key opportunities from the top down.
Pivot Point took a complete look at Dole’s resources and company practices and found key areas where Dole could improve. Our 18-month, phased roadmap outlined key steps Dole needed to take to realize significant returns from their Shopper Marketing enterprise. Mapping Dole’s consumer segments back to their key customers’ shopper segments would enable powerful and actionable insights generation, as would mining of their customers’ loyalty card databases. Projection and ROI models would aid in overcoming customer objections during program sell-in presentations. Customer prioritization, with each tier of customers receiving corresponding levels of support, would make workloads manageable. And the development of a unique platform from which to consistently approach customers and demonstrate Dole’s expertise within Shopper Marketing were the primary actions proposed within the roadmap.
Dole’s CEO fully embraced the visionary plan and elevated Shopper Marketing from an administrative function to an organizational capability. In just a short time, a more efficient and productive team is working to its greatest potential.
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