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Shopper Tech Update                       May 23, 2011 - Volume 2, Issue 10

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In This Issue
SHOPPER MARKETING: Who Are Xtreme Shoppers & How Are They Changing Marketing & Retailing?
SHOPPER TECH WEBCAST: Putting the Shopper into Category Assortment Decisions
MOBILE MARKETING: Five Things You May Not Know About QR Codes
MARKET WATCH: Brand and Store-Level Digital Couponing Platform Tested by Dole and ShopRite Stores
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Shopper Marketing

 Woman with Tablet 2                                                                                           

Who Are Xtreme Shoppers &

How Are They Changing Marketing & Retailing?

 

Most CPG marketers are testing shopper marketing programs of some kind. Everyone agrees that shopper marketing will be a big part of their company's future. But how difficult will it be to get there?  

 

Alison Chaltas, executive vice president of GfK Interscope, says, "It's important to get in the game and build a foundation. The really hard part is to master shopper marketing and build a business for the long term."

 

She says the road to mastery in shopper marketing calls for navigating exploding digital/mobile possibilities. Recent forces such as the economic crisis and emerging technologies have accelerated shopper empowerment and created the "Xtreme Shopper" who is determined to stay in control and "win" at the game of finding the best value...

read entire story 

ShopperTech WEBCAST

  0511 Webcast                                                                               

Are national brands always the drivers of product categories? Some retailers don't think so. They are looking at reducing the number of brands on the shelf while increasing the more profitable private label products. 


But when some retailers tested these reduction strategies, they soon reversed themselves when faced with shopper backlash.


How powerful is the shopper? Is everybody finally listening?

 

         Click Here to Play the Webcast 

 

Click Here for a Free Printed Transcript of this Webcast

Mobile Marketing

QR codeFive Things You May Not Know About QR Codes

                                            

QR codes are slowly gaining traction in the marketplace. When scanned on a product package, on a shelf sign, or in a print advertisement, these Quick Response codes can direct consumers to web sites, music downloads, informational videos - in short, to an abundance of bonus material. It is "value-added" wrought smartly and simply. All consumers need to do is download a QR code reader to their smartphones to enjoy the benefits.

 

Some brand campaigns that have incorporated QR codes have proven to be successful, including recent ones for Constellation Wines and Kellogg's Crunchy Nut cereal. But there's no widespread adoption - yet. Most experts believe that the more consumer packaged goods companies and retailers know about QR codes, the more likely they are to use them as part of their marketing toolkit. You may know a lot about about QR codes, but here are five things you may not know...

read entire story

Market Watch

Shopping on ComputerBrand and Store-Level Digital Couponing Platform

Tested by Dole and ShopRite Stores

 

The CPG industry's first brand and store-level mobile couponing solution from Catalina Marketing has been tested by Dole and ShopRite super-markets. This follows the company's hiring of former Google Affiliate Network executive, Chris Henger, to lead its expansion into the growing digital space.

 

Catalina's mobile strategy follows the same shopper-insight and engagement methodology powering its in-store print communications currently distributed globally in more than 50,000 food, drug and mass outlets.

 

Henger said the company's audience of 90 million households and 300 million weekly transactional insights "provides an excellent platform for making our digital solutions scalable, measurable and profitable for our clients in the very near future."

 

Catalina and its test partners, including ShopRite and more than 60 CPG brands, have leveraged

the world's largest transaction-level shopper marketing data warehouse to create compelling

mobile programs...

read entire story

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