How do you adapt shopper marketing plans to different markets and cultures?

The focus should be on knowing the consumer/ customer and their consumption patterns. The same product or similar product categories are consumed in different ways in certain markets. Shopper marketing focusses a lot on understanding the customer/ audience. Relatively, their consumption patterns are not studied in detail. That is why the focus is more on How/ Where/ When/ what they shop for. In addition to this the key aspect to focus on and understand is WHY they shop. This could be in the context of channel choices, product categories, products, brands, etc.

Esta estapa es de lo más importante. Por ejemplo, en México, existen seis distintas zonas que no solo se segmentan por su ubicación geográfica. Más allá de eso, su segmentación es por características psicosociales, de hábitos y costumbres, de clima, de etnias, incluso hasta de climas y ecosistemas. Cada área tiene características muy peculiares que es necesario considerar incluso en un solo país... un país tan grande como lo es México.

Understanding your target market is like uncovering a treasure trove of insights; each demographic and psychographic detail is a valuable clue. Knowing how, when, and where your audience shops is akin to having a GPS for your marketing strategy; it guides you to the right destination. Segmentation isn't about dividing; it's about precision targeting, ensuring your message resonates deeply with each subgroup. Customizing your message for different segments is like tailoring a suit; it fits perfectly, enhancing the wearer's confidence and appeal. Research is the foundation upon which successful marketing campaigns are built; it's the bedrock of understanding and connection.

Creo que algo relevante al momento de segmentar el Mercado, es conocer su relación con la competencia o categorías similares, realizar este benchmark de percepción de la categoría facilita determinar el “porqué compran”

Nothing beats getting into stores where shoppers are browsing & buying. Take the time to identify your target retailers and watch patiently - do they whiz past quickly? Appear lost or confused? Or do they read all the back of pack. This can have a huge impact on understanding local market differences and compare vs original market.

Respetar el contexto es una forma de entendimiento y escucha profunda al consumidor. Se trata de darle la solución que se adapte a sus necesidades de vida y de compra y no entergar productos o servicios iguales para todos.

Context is the lens through which your campaign is perceived; understanding its various facets is crucial for navigating the landscape effectively. Social, economic, and political factors are like currents in a river; they shape the flow of your campaign's journey. Legal considerations are the guardrails of your campaign's path, ensuring you stay within the boundaries of compliance and ethics. Environmental awareness isn't just about nature; it's about being attuned to the ecosystem in which your brand operates. Adapting tone, style, and language is like speaking the local dialect; it fosters genuine connection and resonance. Respecting context isn't a constraint; it's an opportunity to demonstrate cultural intelligence and authenticity.

Finding key beachhead advisors in market is ideal to teach you the things you CAN'T find out just walking instore. NZTE has a great team of advisors who have worked on the ground in -market and can share their insights and experiences to avoid expensive pitfalls.

Placing a global campaign in a local context is always challenging, but it's one of the secrets to success. Adapting language, colors, images and copy often requires in-depth local knowledge. Study the market and your target audience.

Al igual que con el tema del contexto, hay que respetar las reglas de comercialización de cada país. Por ejemplo, en la industra farmacéutica en México, existen una serie de regulaciones que limitan ciertas actividades comerciales. Es importante, tener conocimiento de los límites, para agilizar las propuestas y accionar en consecuencia.

Insights are the cornerstone of effective shopper marketing; they illuminate the path to creating experiences that resonate deeply with your audience. Crafting a clear value proposition is like laying a sturdy foundation; it forms the basis upon which your audience builds trust and loyalty. A compelling call to action is the catalyst that propels your audience from passive observers to active participants in your brand story. Standing out from the competition requires a boldness to defy convention and a willingness to push the boundaries of possibility. Appealing to customers' emotions and senses isn't just about making a sale; it's about creating meaningful connections that inspire lasting loyalty.

Más allá de aprovechar los conocimientos, creo que esta fase debería de ser para ir más allá y desarrollar los insights adecuados. Los insights abarcan mucha información, estudios, pero también experiencia e intuició para exactamente saber lo que está en la mente y corazones de los consumidores /shoppers.

When you understand the market and the consumer, the search for an insight to guide the strategy is essential and even natural, but without knowledge, the insight can simply be forced and won't help the campaign connect with consumers.

Desde ajustar una imagen en un visual para reflejar mejor la etnicidad de la audiencia, hasta modificar palabras o el tono de los mensajes. Todo lo que hagamos para adaptar nuestras iniciativas al contexto específico de la región donde se implementarán puede potenciar significativamente la conexión con nuestros compradores.

Se puede comenzar prototipando solo en algún canal o región. Con esto, medir resultados y generar un roll out de acuerdo a cada perfil de shopper previamente estudiado.

Whenever possible, having access to tests and research is ideal, but often budget restrictions and short deadlines prevent us from doing so, and this is where local experience helps: talk to the local sales team, the store execution teams, visit the point of sale and talk to consumers. It's not ideal, but it can help a lot.

Prototipar y medir resultados a peque?a escala antes de un lanzamiento masivo permite ajustar y personalizar la estrategia para cada mercado. Esta práctica no solo mejora la efectividad, sino que también optimiza la inversión y minimiza el riesgo.

Insights are the fuel for your shopper marketing engine; they power your plans with relevance and resonance. Crafting a clear value proposition is like drawing a map; it guides your audience to the treasure of your brand. A compelling call to action is the beacon that beckons your audience to embark on the journey with your brand. Creative and innovative solutions are the secret ingredients that transform ordinary campaigns into extraordinary experiences. Standing out from the competition isn't about being the loudest voice; it's about being the most captivating story. Appealing to emotions and senses isn't manipulation; it's empathy in action, forging genuine connections with your audience.

One thing I've found helpful is to have a structed learning plan with clear hypothesis and proof points to make decisions. This enables you to plan & test, and then know what to pivot and why.

Something I always do during the different stages of development up to the implementation of a shopper marketing campaign is to document the steps and make small analyses of them in a journal. I always visit these notes to create parallels that help me evolve and execute better campaigns.

Lo mejor es mantenerse activo en foros de shopper marketing que tenga que ver con nuevas tendencias: Inteligencia Artificial, E commerce, Realidad Aumentada, etc, ya que esto genera disrupción y por ende, hace que los conceptos sea más innovadores.

Documentar lo que funciona y lo que no, compartir aprendizajes y ajustar estrategias sobre la marcha es parte esencial del trade marketing. Cada campa?a es una oportunidad para mejorar y afinar el enfoque, convirtiendo la experiencia en un verdadero diferenciador competitivo.

To adapt shopper marketing across markets, begin with Think Global, Act Local: align global strategies with local relevance. First, segment shoppers by demographics, shopping missions, behaviours, and priorities. Consider cultural influences, lifestyle trends, and spending power to further refine targeting. For markets with similar shopper traits and category behaviours, create a standard "perfect store" handbook and brand guidelines that can guide execution while allowing local nuances. Leverage partnerships with local retailers to ensure cultural resonance and monitor trends regularly to keep the strategy agile. This approach ensures brand consistency while respecting each market’s unique shopper dynamics.