GMA Study: Shopper Marketing Still Siloed

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=116719
Shopper marketing continues to grow in importance for CPGs and retailers, but its effectiveness is being limited by insufficient integration with out-of-store marketing and media channels, according to a new study from the Grocery Manufacturers Association, Booz & Company and SheSpeaks.

"Shopper Marketing 3.0" involved a comprehensive survey of 3,600 shoppers across the food and beverage, household products, and health and beauty categories, and across multiple retail formats. In addition to filling out pre- and post-shopping surveys, shoppers participated in online forums.

The researchers also interviewed 25 senior executives from leading shopper marketing agencies, CPG manufacturers across categories, retailers across formats, measurement and analytics firms, and in-store media service providers.

Overall investment in shopper marketing -- defined by the Marketing Leadership Council as in-store advertising, promotion and design initiatives intended to extend brand equity and provide the retailer with differentiation -- is estimated to be growing at 21% annually, according to hardknoxlife.com.