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Shopper Tech Update February 28, 2013 - Volume 4, Issue 4 |
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STI Social Media Groups | |
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Shopper Marketing | |
 Six Steps to Connect
Better with Customers
Consumer goods companies have faced an environment of unpredictability and uncertainty during the past few years. They are challenged to succeed in a competitive market and must provide innovative products to their demanding consumer base.
The key to success is to create a more direct relationship with consumers. For many consumer goods companies, the power - especially the power of data and analytics - is held with the retailer. And because the retailer typically has the direct relationship with customers, they are better positioned to understand buyer's behaviors.
Today's key challenges include:
- Marketers don't have direct engagement with most of their customers. The retailer owns a more direct relationship with customers usually than the manufacturer.
- When CPG marketers try to build a direct relationship with their customers, they often have the customer information in different silos. For example, a registration database, email newsletter program, web and social all operate in separate silos...
read entire story |
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Digital Solutions | |
The Multi-Channel Shopper
And the Importance of Consistency
Historically, the "multi-channel" shopper visited grocery, drug and mass merchandise stores searching for the best value. She then relied on manufacturer and retailer advertising, circulars, inserts and point-of-sale merchandising to guide her purchase
Today, driven by the Internet and mobile technology, almost every shopper is a multi-channel shopper. Information consumers receive comes not just from traditional advertising, but a diverse array of ever-expanding sources including manufacturer and retailer websites, third-party websites, blogs, social media and mobile applications
Findings from various studies are compelling...
read entire story
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Trade Promotion | |
When Is the Best Time to Upgrade to a TPM System?
When is it time for a consumer packaged goods manufacturer to upgrade to a Trade Promotion Management (TPM) system? This is a popular question among growing manufacturers, especially those in the natural and organic space. While there are many variables to consider, here are five true-tale signs that the time is right:
1. You have gone national. Congratulations! Preparing and reacting to the natural growing pains that come with mass distribution and multiple promotional activities occurring in various geographic locations can be a challenge to manage without an effective suite of tools...
read entire story
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STI News | |
Zavers by Google Joins
Shopper Technology Institute
The Shopper Technology Institute welcomes Zavers by Google as its most recent sponsoring member.
Zavers by Google is a fast and easy way to offer the right coupons to the right shoppers, expand rewards programs, and track redemption in real-time. Shoppers find the manufacturer discounts on their favorite retailer websites and add the digital coupons to their online cards. Savings are automatically deducted at checkout when shoppers swipe their rewards card or type in their phone numbers. No scanning or sorting is necessary.
"Zavers by Google is an exciting addition to our roster of sponsoring members," said John Karolefski, executive director of the institute. "We welcome the opportunity to keep retailers and manufacturers updated on the use and growth of this solution in the marketplace."
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.
For more information about Google/Zavers, visit: www.google.com/get/zavers.
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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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