The mutual goal of successful brands and retailers is shopper satisfaction. That's not just a Marketing truth, it needs to be signed up to by Sales as well. The Shopper Marketing benefits reach right down to core shoppers in core stores. Which is why P&G emphasise this.But you don't need to be P&G to benefit from the thinking. You need to appreciate that, actually, there is nothing wrong with getting ROI from your Shopper Marketing Investment. If you have your shopper "ducks in a row"​ you should expect it. Similarly you should treat your discount activity as part of a growth budget, and target distribution gaining, space and supply chain at core areas alongside the Marketing investment. Think you do this already? Think again;Customer insight shows that many customers are very unhappy. 17% of shoppers are not satisfied with their promotional product availability (IGD) and 77% of shoppers have travelled for an offer only to find it was out of stock (fastMAP). 15% of these frustrated consumers become brand averse. If you are in Marketing, ask yourself if you get the answers as to where these gaps are (Hint: They are where your core shoppers live). If you are in Sales, do you offer, and target it successfully it (Hint: It is available from integrated epos data) If neither of you are targeting this it is just one area where integrated marketing with sales gives you growth and ROI. Wouldn't YOU like to know what you could gain? Think "low hanging fruit"​ and "quick wins" alongside faster brand growth and greater loyalty.