SHOPPER INSIGHTS MANAGEMENT ASSOCIATION
Q: What is the mission of Shopper
Insights Management Association
(SIMA) and why did you form this
Our stated mission is to help our members
increase their sales and profits through best-in-class use of data to drive insights and
execution. This includes digital, brick and mortar
sales and marketing.
Our members are dealing with a significant
amount of change in an extremely fasted-paced
environment. We founded SIMA as a way for
our member organizations to embrace change,
leverage technology, measure the shopper and
execute programs based on key insights. Now
more than ever before, a deep understanding
of the shopper is a high priority. That means
not just facts that are based on data, but
key insights into what motivates, moves and
resonates with the shopper.
We enable better collaboration between
retailers and manufacturers in terms of
the implementation of data, analytics, tools
and processes for their businesses. We also
provide education, industry standardization
and certification in shopper insights to ensure
our member organizations have best-in-class
Shopper Insights teams.
Q: What are the three most
important things that you strive to
accomplish in this first year?
Because our members are dealing with a
significant amount change, our focus this year
is on three areas:
• Industry best practices
• Education and training
• Connecting and collaboration
Industry best practices: Our members need
to be continuously involved with industry best
practices so that as change occurs, they remain
on the leading edge. The ability to understand
which new tools and methods are being
utilized (and how those new data sets and
tools are being leveraged) is mission critical
to both retailers and manufacturers. We do
this through our communications, content,
webinars and consulting—which take place
on a continuous basis.
Education and training: Our goal with this
initiative is to ensure members continuously
further their knowledge and subject matter
expertise at all levels, whether in the beginning
of their careers or as senior level managers.
This is a critical component of an organization,
due to the amount of new data, analytic
platforms and technology which are ever-evolving in the industry. Our goal is to ensure
shopper insights training is accredited and
conforming to the standards established by the
industry and managed by the SIMA. We act as
a global, common language between academia,
retailers, manufacturers, providers and more.
We provide an independent and objective third
party (SIMA) evaluation and certification of
industry professionals to ensure they conform
to industry required competency.
Connecting and collaboration: One of the key
goals for SIMA is to foster connections across
the industry. With the high speed of change
within today’s organizations, it’s imperative to
engage in collaboration. By working together,
retailers and manufacturers can better leverage
key insights to understand the shopper including
the cultural shifts, fulfillment preferences,
personalization, voice-commerce and more.
Q: What do you see as the
biggest changes in Shopper Insights
over the past couple years?
We are now undergoing the biggest change in
the field of shopper insights ever. There has
been an explosion of new data: ecommerce
data (hits, conversion, time on page), social
data (likes/dislikes/reviews) and technology
to measure the shopper journey to purchase.
Combining that new data with more traditional
data sets has made the shopper insights,
shopper marketing and category manager jobs
substantially more complex.
SIMA is excited about the platforms that make
analysis of all of this data possible. For example,
there are new technology platforms that allow
us to read the dwell times, eye movement and
shopper engagement at the shelf in real-time.
These advancements have provided us with
in-store measurement of the shopper that was
never available before. Providing our members
with a way to understand the new techniques
and methodologies is mission critical.
“Combining new data with more traditional data sets has made the
category manager’s job substantially more complex.” – Leslie Warshaw