ShopperTech Update January 30, 2014 - Volume 5, Issue 2

In This Issue

TRADE PROMOTION: Ten Predictions for Trade Promotion Management in 2014

EXPERT ANALYSIS: Using Smartphones for Personalized Offers in Stores

PROMOTIONS: Five Steps to Ensure Consumer Promotion Strategies Keep Pace with Changing Shopper Behavior

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Trade Promotion

Ten Predictions

For Trade Promotion Management in 2014

The past year has pushed manufacturers and retailers to work at a much higher level of technology sophistication in trade promotion management. Trends that contributed to this development will continue in 2014, but with more intensity.

Based on feedback from customers, AFS Technologies recently presented ten predictions for "The Road to 2014" in TPM in a webinar.

"Sophisticated strategies are required for this road ahead. To spend trade dollars more effectively, they are going to have to embrace this technology for the coming year," says Joel Cartwright, trade promotion management solution engineer for AFS.

The ten TPM trend predictions from AFS are...

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Expert Analysis

Using Smartphones for Personalized Offers

In Stores?

A new research study of digital shopping behavior by Cisco Consulting Services found that a fast-growing percentage of consumers often use smartphones and tablets when in physical stores. While shoppers want personalized offers, however, they generally prefer to receive them via email at home, rather than getting offers while in the store.

KEY QUESTIONS:

What is your opinion of these study results? What are the main things that shoppers are looking for when using smartphones and tablets in physical stores? Should retailers and marketers send personalized offers to shoppers at home instead of sending them to shoppers in the store?

Here's what the experts have to say...

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Promotions

Five Steps to Ensure Consumer Promotion Strategies Keep Pace with Changing Shopper Behavior

This past Thanksgiving weekend sales data provided a fresh reminder that consumer shopping behavior continues to be transformed by the growth of online and mobile channels. The number of shopping trips to brick-and-mortar stores over the weekend actually fell 4% percent, while sales increased a meager 1% vs. the previous, according to Black Friday 2013 data released from ShopperTrak. But Cyber Monday, as detailed in IBM's Cyber Monday Report 2013, was a different story. Online sales rose 20.6%, setting a record for the biggest e-commerce day in history. And mobile shopping was way up, representing 32% of online traffic and 17% of sales.

It may not be surprising to learn that shoppers' response to coupons in fast moving consumer goods (FMCG) categories is also changing dramatically. However, Inmar has discovered a perplexing disconnect between declining coupon redemption and an expressed, "pro-coupon" mindset among shoppers. Importantly, it could leave many consumer marketers wondering, "What should we do?" ...

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Market Watch

Pasta Maker Opts for New TPM System

IRI, SPINS Partner in Market of Natural/Organic Products

Volume of Holiday Email from Marketers Breaks Records

More Consumers Voice Complaints Online

GS1 US Launches 'Data Hub' Online Tool

JUST PUBLISHED

Shopper Technology Institute's Second Book,

New Directions in Shopper Technology

New Directions in Shopper Technology, the second book from the Shopper Technology Institute. Building upon the foundations of last year's Essentials of Shopper Technology, the book is divided into five sections: Shoppers, Loyalty, Engagement, Analytics and Digital and contains 19 essays on how mobile marketing, social media, sophisticated analytics, Big Data and the like are continuing to evolve.

Those changes-and others-are presented in this book. As well as reading about their area of expertise, progressive executives will gain a fuller understanding of the entire industry.

Click here to read sample chapters and view ordering information for the paperback and Kindle editions.

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