In part one of my Shopper Marketing review, we discussed definitions, benefits, progress and some of the hurdles standing in the way of even the most advanced practitioners. The two central hurdles commonly acknowledged are in-store execution and the measurement and compliance confirmation of that execution. (more…)
I have written several times about Shopper Marketing as one of the big movements affecting both the increasing complexity of the trading partner interface and the flight of dollars away from traditional brand and banner building media.
The roots of Shopper Marketing began in the 1990’s with Procter’s “first moment of truth” efforts or “Hello Consumer, meet shelf!” Shopper Marketing growth continues to accelerate. Number studies indicate compelling potential gains. Perhaps the most complete study is offered in the 2008 GMA/Deloitte Shopper Marketing Study. Shopper Marketing drives top line growth in a mature industry. It helps trading partners build and sustain brand AND banner equity while traditional marketing media continue to falter. (more…)
A Supermarket News quoting an IRI study listed some interesting consumer trends. Consumers were visiting Supercenters 5.5% more often, Dollar Stores 4% more often, and traditional Supermarkets 2% less often than was the case a year ago. And this was before the full impact of the current credit crisis was known/understood (many would argue this has yet to happen). (more…)
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