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 Why Is Shopper Marketing Gaining Momentum?
Shopper marketing has become a widely practiced and transformational approach in the consumer goods industry, says a new survey.
Ninety-five percent of those responding to the survey are actively engaged in Shopper Marketing, with more than eight of ten (82%) saying the emerging discipline is vital to their company's success. Half of the respondents say Shopper Marketing is driving innovation, and more than six of ten (63%) say it is driving collaboration with retailers.
The online Futurescope survey by GfK Interscope polled over 300 industry practitioners representing retail, food, beverage, personal care, healthcare, beauty, general merchandise and electronics. The survey was established in 2006 to profile the attitudes, approaches, and best practices of practitioners as they activate Shopper Marketing.
"Shopper Marketing is starting to drive innovation and we're starting to get results. Those are all great things for the future," says Alison Chaltas, Executive Vice President with GfK Interscope. She defines Shopper Marketing as "strategy- and insight-driven in-store or retailer-specific marketing that includes some form of equity-building messaging."
The survey found that financial investment in Shopper Marketing continues to increase...
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