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Shopper Tech Update                    March 13, 2012 - Volume 3, Issue 5

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In This Issue
DIGITAL SOLUTIONS: Integrating Digital into the Traditional Marketing Mix
PROMOTIONS: Seven Misconceptions about Coupon Holograms
STI NEWS: Call for Speakers for Fourth Annual LEAD Marketing Conference
MARKET WATCH

 

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Digital Solutions

computer and phone 

Integrating Digital into the Traditional Marketing Mix

 

Consumer goods (CG) manufacturers are aggressively exploring ways to integrate new channels such as social media and mobile into the marketing mix to attract and engage consumers. Perhaps CG companies looking to get closer to consumers ought to think more like retailers, which have made significant investments in understanding consumer behavior and sentiment across physical and digital environments. It is all part of the changing face of consumer marketing.

 

For example, pushing traditional media through new media channels is not enough to reach today's more plugged-in, product-savvy consumer. An increasingly complex, non-linear buying process requires a different approach-one that integrates multiple channels to put their brands wherever consumers are, in a way that encourages participation, not passive consumption of marketing messages.

 

"Our go-to-market strategy is to win wherever people shop. As more people move their shopping habits online, we want to be present when and where they want to make a purchase," said Alex Tosolini, vice president of global e-business with Procter & Gamble... 

read entire story

 

 

Promotions

Coupon with hologram 

Seven Misconceptions about Coupon Holograms

 

The Coupon Information Center has made available a new universal hologram for marketers. Holograms are three-dimensional photographic images that are printed on a special foil. They are intended to be used on the free and high-value coupons to deter the distribution of unauthorized copies, solving a long-standing industry problem. Most consumer packaged goods marketers will issue these coupons bearing the special standardized hologram during the first half of this year.

 

Defining "high-value" is up to the coupon issuer. In most cases, it is a matter of "dollars off" rather than "cents off." With product costs rising - along with the value of coupon offers - the potential of losses due to counterfeiting can be very significant.

 

There is an extra cost to putting the hologram on coupons, estimated by some in the industry at 2 or 3 cents per coupon. So it is not cost-effective to use it on every offer. But fraud on the free and high-value coupons can cost issuers hundreds of thousands, and even millions of dollars. There is a clear return on investment.

 

Meanwhile, some CPG marketers and retailers are misinformed about coupon holograms. Here are seven common misconceptions along with the straight story...

read entire story

 

 

STI News

 

LEAD 2011Call 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 [email protected] 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 [email protected] or call 216-534-9933.

 

 

 

Market Watch

   

C-Store Study: More Traffic, But Lower Conversion

 

Fishers Foods Joins Digital Promotion Network


Spire Launches Shopper Intelligence Portfolio

 

Supervalu Offers Integrated Mobile Apps to Simplify Shopping

 

Budweiser Launches 'Track Your Bud' Digital Promotion

 

Grocery Chain Renews Price Optimization Software Agreement

 

 

Shopper Technology Institute Sponsoring Members 

 

PREMIUM MEMBERS

HRCP

Henry Rak Consulting Partners

Decision Insight

Decision Insight

GfK

GfK

 

MEI

TradeInsight Powered by MEI

Precima

Precima 

IBM

IBM

  

 

 

 

EXECUTIVE MEMBERS

PILM

Partners in Loyalty Marketing

 
Inmar

Inmar

VideoMining

 

Video Mining

KSS Retail

KSS Retail

 

 

 

 

 

 

 

 

BASIC CORPORATE MEMBERS

 

Coupon Factory                        Incentive Targeting

Dassault Systemes                    Launch Creative Marketing

DataLogix                                 Loyalty Kiosk

DemandTec                              Newhook Marketing

DS-IQ                                        Relational Solutions

Gladson                                    Spire