For the past several years, the shopper marketing conversation has been all about how brands can collect, manage and apply data to better connect with consumers. While this focus has worked to increase shopper insights, it has also prompted many companies to prioritize data quantity over quality. Rather than working to increase the scope of […]
Hyper-personalized shopping experiences are becoming the expected norm for consumers, prompting retailers and manufacturers to consider how they can integrate local factors like community, culture and language into their in-store marketing to create more relevant experiences that make their shoppers feel known and connected. While many retailers are sitting on troves of big data that […]
From cyber bullying to school shootings, the issues that today’s mom must tackle are more complex than ever before. At the 2018 Path to Purchase Expo, Katherine Wintsch, CEO & Founder of The Mom Complex, a market research group focused on helping brands understand moms, gave a keynote titled “Pain Points Millennial Moms Want Brands to […]
Collaboration is becoming critical to shopper marketing success and CPG revenue growth. Smithfield Foods evidenced this at the 2018 Path to Purchase Expo in a presentation they gave with agency partner, Edge Marketing. The seminar shared the story of how through strategic collaboration, Smithfield Foods’ shopper marketing department grew from the execution of only 12 […]
The Back-to-School season is the second largest when it comes to spend, but takes first place when it comes to length, bringing challenges and variables that other seasons don’t need to worry about, such as different trends in product variations, fashion season changes, and unique shopping spikes within each category. Each year, Deloitte conducts a […]
Though shopper marketing only recently entered the marketing mainstream, most CPGs recognize that it’s an important move away from short-term trade marketing to a more strategic marketing approach designed around building long-term brand, retailer and shopper value. Despite this recognition, spending on the practice has plateaued, as the recession halted early shopper marketing development and […]
According to the 2018 Retail and Consumer Goods Analytics Study, both CPGs (47%) and retailers (63%) cite limited analytics tool sets as their biggest obstacle to achieving analytics maturity[1]. Retailers in particular are struggling to build the strategies, systems and governance to drive their analytics maturity forward. While others are slow to progress, one retailer […]
“Ready – set – repeat!”…that seems to be the mantra of many shopper marketing teams as they methodically award funding to retail accounts with grandfathered budgets and “anniversaried” programs. While running the same predictable programs may have sufficed in the past, as private labels saturate the shelves and technology revolutionizes retail, brands must deliver programs that […]
Augmented reality (AR) has become a major component of the customer experience, allowing brands to create interactive experiences that transcend the boundaries of physical and digital. Since the release of Google Glass in 2014, investment in AR and VR technology has reached over $1 billion. Although similar, AR & VR (Virtual Reality) are two different […]
Thanks to personalization tech giants like Amazon, Netflix and Facebook, consumers are used to being served up content and suggestions that align seamlessly with browsing histories, “likes” and other content or products they recently engaged with online. For this reason, people today expect closer, more personalized relationships with brands—most especially CPG brands. But for an industry […]