|
Shopper Tech Update July 11, 2013 - Volume 4, Issue 10 |
|
|
|
STI Social Media Groups | |
|
|
|
|
Research | |
 Five Steps to Assess Brand Equity
At a time when brand marketers are almost on information overload, does the world really need yet another way to process data into key decision-making?
Sure, it's tempting to stay with the "tried and true." Yet, given the nature of today's fast-moving competitive marketplace, the risk lies in the possibility of "tried" becoming "tired." At the heart of this is the new reality of brands competing for shoppers' attention on a global scale while, at the same time, needing the ability to master national and local issues. This, in turn, requires a new degree of flexibility in which course correction is often the norm.
Quite simply, looking back is no longer up to that challenge, nor is only looking at the present. Rather, what is now essential is the ability to look ahead, thereby evaluating the future economic worth of your brands.
How? Imagine being able to "converse" with one million
consumer panelists weekly, and then using that feedback to develop marketing and investment strategies to grow your brand's value...
read entire story |
|
|
|
|
Expert Analysis | |
Does CPG Lack Resources to Capitalize
On Trade Promotion?
Consumer packaged goods (CPG) companies have invested heavily in technology platforms to improve their trade promotion performance, but many lack the talent or business processes to capitalize on these investments, says a new study from Accenture. According to the Perfect Promotion Study, 61% believe their technology investments have produced a wealth of data that can help improve their trade promotion performance, but they lack the talent needed to put the data to its most effective use and boost the return on their analytics investments.
Slightly more than half - 53% - believe their company's trade promotion performance is good, but could be improved. However, 28% believe it to be either "totally ineffective" or in need of significant improvement, and only 19% view their trade promotion performance as industry leading.
KEY QUESTIONS:
Based on your experience, do you agree with the findings of the study? What needs to be done for CPG to benefit more from its investment in trade promotion? What will be the likely outcome if nothing is done?
AND THE EXPERTS SAY...
read entire story
|
|
UPCOMING WEBINAR | |
The Smart Shopper Dimensionalized
Thursday, July 18 at 2:00 pm EDT
9 out of 10 women today consider themselves to be smart shoppers.
Yet, contrary to the media's representation, they are not all alike.
ShopperTech Update sister publication, CPGmatters, will share ground-breaking research from ALL YOU, a leader in the Smart Shopping Movement. Attend this webinar to earn the myths and realities that unite shoppers, as well as the beliefs and behaviors that distinguish them: Unveiling the Many Faces of Smart Shopping.
Most importantly, we'll connect those insights to strategies that brands can use to better connect with this critical consumer group.
Even if you are not able to attend the live event, register now to receive a recording of the webinar shortly after it is broadcast.
Register for this webinar.
|
|
SURVEY | |
Share Your Thoughts on Loyalty Marketing
The Shopper Technology Institute, Partners in Loyalty Marketing, and CPGmatters are joining together to survey CPG manufacturers about loyalty marketing practices and attitudes. Your opinions and insights are extremely important to us, and the survey should only take 5-10 minutes to complete.
Results will be published in CPGmatters.com and in the ShopperTech Update newsletter, and will be distributed to national trade media. Additionally, the survey results will form the basis for a chapter in the book, New Directions in Shopper Technology, which is scheduled for publication in the fourth quarter of this year.
Thanks in advance for your participation. We look forward to learning from your insights....
Take the survey now.
|
|
RECENTLY 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.
|
|
|
|
|
|
|
