How to Win Over the Empowered Shopper

Shopper Tech Update February 23, 2012 - Volume 3, Issue 4

In This Issue

SHOPPER MARKETING: Winning over the Empowered Consumer

TRADE PROMOTION: Seven FAQs about Trade Promotion Management

STI NEWS: Call for Speakers for Fourth Annual LEAD Marketing Conference

MARKET WATCH

STI Social Media Groups

Quick Links

Shopper Technology Institute website

LEAD Marketing Conference website

CPGmatters Ezine

Shopper Marketing

Winning over the

Empowered Consumer

In an age of technologically savvy and increasingly smarter consumers, who are increasingly connected with each other through a number of mobile devices, tablets and applications, retailers understand that competing on product and price are unsustainable strategies for success. Consumers seek and accept shopping advice from peers, family, friends and even strangers. They bring attitudes and expectations, shaped by experiences across a broad spectrum of industries, to every interaction with retailers. And through this lens of connectivity and collaboration - which enables them to know almost everything about every product and brand - these "smarter" consumers ultimately decide which retailers have earned their trust.

A new IBM Institute for Business Value survey of more than 28,000 consumers from around the world confirms that while consumers actively discuss, critique, promote, and even dismiss your brand, they are willing to give their loyalty to only a select few retailers...

read entire story

Trade Promotion

Seven FAQs about Trade Promotion Management

Consumer Packaged Goods (CPG) manufacturers rely heavily on the use of trade funds to proactively shape demand. The average shopper may not be aware of it, but virtually every product placement, price reduction and end-cap display has been funded by the manufacturer. The objective of such programs is to influence both retailers and consumers. For example, trade promotion remains a critical tactic for getting more shelf space and helping retailers increase store traffic. It helps create product and brand awareness among consumers and can stimulate trial purchase and switching behavior.

For the average CPG manufacturer, trade spending ranks second on the company's P&L. And despite the recent recession, trade spending has not decreased at most companies.

Here are seven key FAQs about Trade Promotion Management (TPM)...

read entire story

STI News

Call for Speakers for Fourth Annual

LEAD Marketing Conference

The Shopper Technology Institute (STI) is now accepting proposals for presentations for its fourth annual LEAD Marketing Conference set for October 1-3, 2012 at the Westin O'Hare in Rosemont, Ill. (Chicago). LEAD is the industry's most comprehensive event focusing on all aspects of Loyalty, Engagement, Analytics and Digital solutions.

Recommended topics include: social media, mobile marketing, digital promotions,

location-based marketing, demand-signal repositories, loyalty marketing, and related subjects.

Please send presentation proposals to John@shoppertech.org or call 440-582-1889.

The conference will consist of a blend of educational sessions and tabletop displays. Two workshops on topics to be determined will precede the start of LEAD. In addition, attendees will get a change to appraise new solutions privately at ShopperTech CONNECT. The program will consist of a series of pre-arranged 30-minute meetings in private conference rooms between consumer packaged goods manufacturers and retailers and top vendors offering new technologies and solutions that engage shoppers, analyze their behavior, and enable trading partners to improve their operations. The meetings will take place before the start of the LEAD Marketing Conference.

For more information about the conference and sponsoring opportunities, send an email to Linda@leadmarketingconference.com or call 216-534-9933.

Market Watch

Smartphones as the Ultimate Shopping Companion

What Cities Use the Most Digital Coupons?

Engaging Shoppers with Digital Media

IBM Brings DemandTec into the Fold

Location-Based Message Prompts Mobile Phone Users

Recall InfoLink Protects Consumers, Safeguards Brands

Shopper Technology Institute Sponsoring Members

PREMIUM MEMBERS