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Shopper Tech Update December 21, 2012 - Volume 3, Issue 18 |
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STI Social Media Groups | |
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Trade Promotion | |
 Five Recommendations for Trade Promotion Success
Trade promotion strategy will continue to evolve as companies increasingly realize the benefits of shopper marketing programs, digital and social media investments across the path to purchase, and new behavioral economic strategies. Traditional feature ads, displays in stores and price reductions are not going away. A new generation of tools is emerging: market mix optimization tools with a shopper-centric approach and new Trade Promotion Optimization (TPO) tools that better measure the impact of in-store marketing activities. While technology can be leveraged to optimize spending, equally important is a solid trade promotion strategy and a disciplined trade promotion management process.
A successful trade promotion strategy begins with implementing five basic principles: Targeting, Everyday Price, Timing, Innovation, and Collaboration. Here is a look at each:
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Digital Solutions | |
Why Is Accurate Product Data So Important?
The level of consumer consciousness is on the rise, and the demands of nutritional-based apps and websites reflect that. According to reports from Mintel, over half of American adults are "watching" their diet. As stated in its report: "More than four in 10 (44%) 'always' or 'usually' consult the Nutrition Facts Panel and/or ingredient list to assess sodium levels when considering a food purchase and some (51%) 'always' or 'usually' look at fat content, while 47% look at sugar levels and 49% examine calorie counts 'always' or 'usually' when shopping."
Calories, trans-fats, sodium levels, organic, gluten free, whole grain - the list of required information goes on and on as American diets become more complex. These complex needs require accurate product information. Not having this information available may lead to consumers avoiding certain brands. In addition to mobile apps, e-commerce is also one of the most used channels for consumers to compare products through their purchasing process. The growing numbers of apps and websites dedicated to product comparisons are endless.
Never before have consumers been so engaged with their purchase experience...
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STI News | |
Fun Mobility Joins Shopper Technology Institute
The Shopper Technology Institute welcomes FunMobility as its most recent sponsoring member.
FunMobility is a pioneer and an innovator in the mobile industry. It has over 10 years of experience building hundreds of successful mobile social applications for brands that have touched millions of users and generated billions of interactions.
"We're pleased to welcome FunMobility as a sponsoring member," said John Karolefski, executive director of the institute. "Mobile marketing is an exciting and important part of shopper technology."
The Shopper Technology Institute is the only national trade organization focused on technologies and solutions that engage and motivate shoppers, analyze their behavior, and enable trading partners to improve their operations.
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JUST PUBLISHED | |
Shopper Technology Institute Publishes Its First Book,
The Essentials of Shopper Technology
Shopper Technology consists of tactics and applications that engage and motivate shoppers, analyze their behavior, and enable trading partners to improve their operations. Retailers and consumer packaged goods (CPG) manufacturers are embracing these new solutions as technology becomes a true agent of change. The providers of these solutions have invested mightily in the future of this industry. Their sophisticated offerings are built on a foundation of thought leadership.
This book is all about sharing that information and insight. There are chapters that outline challenges facing merchants and marketers. Some chapters present the essentials of Shopper Technology, while others offer a deeper dive into these solutions and their implications. Because of Big Data, digital innovations, and an evolving path to purchase, the job of merchants and marketers often seems daunting. So consider this book as a way to cut through the clutter as technology roars on, competition heats up, and shoppers become more demanding. Coming to grips with technological change may be challenging, but it is the key to success.
Click here to read sample chapters and reviews, and view ordering information for the hardcover, paperback, and Kindle editions.
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