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Latest Articles
Shopper Marketing InformationAdvancing Shopper Marketing - IGD report 16/02/10It has always been said that the ‘Customer is King’ and you may think it has never been more so than in the current trading environment.
The reality is that the customer still has a hugely important and influential role in any trading relationship, but in terms of absolute importance the shopper has succeeded to the throne.
Historically, when it came to suppliers executing their multi-million pound consumer brand marketing activities, investing directly in customers, and in particular the multiple grocery retailers had been an afterthought. There were a number of reasons for this, including:
* Marketing teams did not understand the benefit of a totally through-the-line campaign
* Poor in-store implementation
* Clear aisle and retailer-only POS policies
* Supplier reluctance to invest more money in what can be a very expensive sales channel
the IGD link is here
http://www.igd.com/index.asp?id=1&fid=1&sid=6&tid=36&cid=1424&ecid=2879&uid=david@dgeconsultancy.co.uk
A 2008 article from the US identifies the scale of the growth of Shopper MarketingThe first time that The Hub ran a survey on Shopper Marketing in March 2006 160 people responded. At that time their sdtate of readiness was either average or not so good. Now in 2008, 247 responded. Of these 50% said their company had been involved with shopper marketing for 3 years, while another 30% said they had jumped in within the last 2 years. They also say that only 24% of Shopper Marketing Departments managing in-store and to-store initiatives now report to the Sales Department!
Shopper Marketing for the UK - by Storecheck The US and the UK are indeed separated by a common language. The UK are also in many ways ahead of the US - as an example in the percentage of groceries sold on-line. But the arguments for Shopper Marketing are still compelling.
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