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ShopperTech Update              July 27, 2016 - Volume 7, Number 9     
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In This Issue
SHOPPER MARKETING: Collaborative Planning for CPG Shopper Activation
EXPERT ANALYSIS: Whither Digital Coupon Fraud?
RESEARCH: Pricing Is the Forgotten 'P'
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SHOPPER MARKETING
Collaboration Collaborative Planning for 
CPG Shopper Activation  


By Paul Owens and 
Peter Updike


"It's complicated." That's  not just a vague relationship status on social media, but also a perfect way to describe what's going on in the retail world. Retail is no longer all about just the physical store - now retailers must consider how e-commerce, click and collect, home delivery, reviews, search, social chatter and more fit into their strategies and marketing plans.


Consider this: The average grocery store carries 40,000+ items while the average supercenter carries 140,000+ items. These stores advertise almost 200 items each week across various media and promotion channels. With all of the rich data assets available on consumer packaged goods and their shoppers, such as point of sale, frequent shopper, panel, in-store and other causal, and media data, it can seem challenging - perhaps impossible - to fully maximize the use of these assets to develop true insights on what, why, who, when, where, and how to activate...
 
EXPERT ANALYSIS
Analysis Magnifying Glass                                         
Whither Digital Coupon Fraud?
   
The good news for forward-thinking marketers is that digital coupons are gaining in popularity among consumers. The bad news is that digital coupon fraud is growing at the same time. Brands and retailers have to put into place safeguards to protect themselves and shoppers. 





DISCUSSION QUESTION:

What should product manufacturers and retailers do about digital coupon fraud?



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


RESEARCH
                                        
Pricing Is the Forgotten 'P'


By Angela Grandolfo and Jean Luo


Cadent Consulting Group recently conducted a survey of consumer packaged goods (CPG) manufacturers and retailers to understand an important, but often overlooked, component of successful growth and profitability - strategic pricing. The results were telling. While pricing is a top priority for both retailers and manufacturers, we found significant gaps in the development, communication and implementation of pricing strategies between the two sides ...


 
MARKET WATCH
 
GROCERY STORIES BLOG 
 
Grocery Stories to Entertain & Inform
 
GroceryStories.com is an amusing collection of news and views about the world of grocery, plus entertaining videos, the world's most challenging Grocery Trivia Quiz, and more.


Recent stories include Let's Scream for Ice Cream, What Is the Real Future of Supermarkets? and Assesing the New Shopping Habits of Millennial Dads.


CLICK HERE to read these stories and subscribe.


 
STI PUBLICATIONS
 
Shopper Technology Institute's Latest Book,
The Little Book of Big Data, 
Has Just Been Published!


The Little Book of Big Data is the third book from the Shopper Technology Institute. The book is divided into four sections: Loyalty, Engagement, Analytics and Digital. Thought leaders have shared their insights and vision. Merchants and marketers will learn the essentials of Big Data and then move forward to understand the more complex

issues involved.



Click here to read samples and ordering information for the paperback and Kindle editions.




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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Inmar                                                            CPGmatters

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Profitero                                                        VSN Strategies

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