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OCT 2007

Companies Shifting More Funds, Brain Cells To Shopper Marketing

MediaPost Publications, October 16, 2007 — IT'S NO SURPRISE TO MARKETERS that the retail environment is far more important than it used to be. But a new study from the Grocery Manufacturers Association (GMA), conducted by Deloitte Consulting, finds that both marketers and retailers are committed to sharpening their "shopper marketing" knives.

While the concept of shopper marketing has been in vogue for several years, the study points to an increase in awareness and sophistication, as well as spending. As overall marketing budgets grow at a rate of just 2% per year, marketers expect to see an increase of 21% in shopper marketing plans through 2010, and retailers expect to see an increase of 26% in the same period.

Category: Marketing Strategy
Tag: In-Store Marketing

Related Factoid

Consumer experts now say that about 70% of (grocery) purchase decisions are made in grocery stores; About 68% of purchases are made on impulse, and just 5% of shoppers are loyal to one brand

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