Nearly seven of ten (68 percent) respondents to an Instant Poll on the home page of CPGmatters in December 2007 listed In-Store Marketing as their top area of focus in the New Year. What do you think is driving the focus by the CPG industry on in-store marketing? What has been working in in-store media that could be built on? What are the main hurdles for the CPG industry to improve in-store marketing?
Sophisticated shopper insights, automated planograms, segmentation, targeting and shopper media have the potential to revolutionize the way categories are managed and products promoted. But these advances in marketing method are frequently stymied by in-store implementation breakdowns, experts say. What hurdles are holding back in-store implementation successes?
Reward card program members tend to spend more in 11 key merchandise categories than non-members, says newly-released research. Shopper motivation, however, appears to be a bit harder to quantify. For a study released August 1, Maritz Loyalty Marketing, St. Louis, looked at reward card behavior among 2,178 adult shoppers and analyzed their responses across several demographic characteristics related to both retailer frequent shopper cards and bank credit cards that offer points or cash-back rewards. If consumer spending and card membership are indeed correlated, as this study indicates, what can be said about which is cause and which is effect?
Digital and networked media are popping up in all sorts of retail environments – from the flat video panels – to the gas pump islands at convenience stores – to the elevator cabs at major hotels – to the large screens in sports bars – the TV walls in large electronics stores – to the shelves, aisles, floors, carts and checkout lanes of supermarkets and mass retailers. Does the present expansion of shopper media mean a lasting change is coming in the way brands come to market?
A few days ago, James Tenser’s email included an unusual offer from Amazon.com – a $10 promotional credit on a purchase of $29 or more worth of Harmony snacks. First was the designation “Grocery” at the top of the page. Second was the message indicating that he was targeted because he had “purchased food or books on hiking, camping, or surfing in the past.” Third was the co-marketing nature of the promotion. As it turns out, this promotion marked a soft launch of Amazon.com’s Grocery beta. What do we make of this latest tributary to Amazon.com?
The theme was “What’s Next in Marketing, Consumer research and Technology?” as the ACNielsen Company and its VNU sister company Spectra hosted some 1,100 retailers, brand marketers and retail technologists at its 2006 Consumer 360 conference this week. Among many highlights were remarks by Alan Noddle, “retired” former CEO of Ahold USA, who shared his seasoned and incisive perspective on what’s coming in the supermarket industry. His speech brought up many of the factors driving change on the retail landscape and the impact they are having on grocers. What do you see as some of the most significant?
© 2023 RetailWire · Privacy Policy · Community Guidelines · Sitemap