NEED STRONGER SHOPPER PLANS? ?The 5i model's mastery in sculpting retailer-specific brand success.

By Brian Kittelson , CEO

In today’s fast-paced retail landscape, marketers are increasingly facing the challenges of crafting shopper plans that not only capture attention but also drive significant growth for their brands at specific retailers.? A common pitfall in current approaches is the superficial understanding of why a brand may not be performing optimally in a given retail environment, often overlooking the deeper shopper insights that could reveal the underlying reasons.? This is where the 5i Shopper Model emerges as an enhanced framework, designed to delve deep into the shopper psyche, transforming raw data into actionable strategies that can significantly amplify brand growth.? This brief article explores how the 5i model can empower marketers to build more impactful shopper plans.

1)??? Issue:? Identifying the Core Shopper Question

The journey begins with pinpointing the “Issue” – the critical shopper-related questions that need answers to achieve the brand’s business objectives.? This stage is about laying the groundwork by bringing to the forefront key category performance data, articulating a clear business objective, and identifying the fundamental shopper question that needs resolution.? Understanding the issue in depth is crucial for setting the direction of the entire shopper plan.

2)?? Information:? Gathering Comprehensive Shopper Data

Following the identification of the issue, the next stage is “Information” gathering, which involves collecting all relevant data concerning the shopper.? This encompasses understanding shopper behaviors, beliefs, and other pertinent information that could influence their purchase decisions.? This stage is vital for building a robust foundation of knowledge from which meaningful insights can be drawn.

3)?? Insight:? Uncovering Penetrating Discoveries

The crux of the 5i model is the “Insight” stage, where the gathered information is analyzed to uncover deep, penetrating discoveries about the shopper.? This is where the model distinguishes itself, moving beyond mere data collection to extract true insights that reveal the essence of shopper behavior and preferences at a particular retailer.? These insights are the key drivers of the strategic direction of the shopper plan.

4)? Implication:? Identifying Potential Growth Strategies

Armed with insightful discoveries, the next step is to explore the “Implication” of these insights.? This involves brainstorming and identifying potential strategies that can leverage the uncovered insights to drive growth for the brand.? The focus here is on strategy formulation that is directly informed by the deep understanding of the shopper’s needs, preferences and behaviors, ensuring that the strategies are highly targeted and likely to resonate with the intended audience.

5)?? Implementation:? Executing the Plan in the Marketplace

The final stage of the 5i model is “Implementation”, where the formulated strategies are put into action in the marketplace.? This stage is about translating strategic plans into tangible actions and campaigns that can effectively engage shoppers, drive brand growth and enhance the performance of a specific retailer.? It involves careful planning, execution, and continuous monitoring to ensure the strategies are delivering the desired impact.

In conclusion, the 5i Shopper Model offers a comprehensive framework for marketers looking to build more impactful shopper plans.? By systematically working through the stages of Issue, Information, Insight, Implication and Implementation, brands can uncover the deeper shopper insights needed to inform targeted strategies that drive significant growth.? In a world where understanding the shopper is more critical than ever, the 5i model provides the tools to delve deeper, uncover true insights, and transform them into actionable strategies for success.

If you’re interested in learning more about how the 5i framework can help you develop more impactful shopper plans by retailer, Public Label would be happy to show you.