Study: Brands Sold on Shopper Marketing Programs

http://www.brandweek.com/bw/content_display/esearch/e3i382d62ad1770e9ede207cf7aa81ec385

In-store marketing tactics have not only become actively embraced by marketers of consumer packaged goods, many rank it as one of their most effective tools, per a study released today (Sept. 22). Deloitte and the Grocery Manufacturers Assn. polled more than 100 companies for the Delivering the Promise of Shopper Marketing: Mastering Execution for Competitive report.

Nineteen percent of consumer packaged goods manufacturers and half of retailers rank shopper marketing as the most effective activity for generating strong return-on-investment. Overall, 75% of manufacturers and 86% of retailers studied ranked in-store marketing among the top four activities in terms of gaining strong ROI.