Skip navigation

Consumer Marketing Programs Achieve a Fraction of Value Potential

ST. PETERSBURG, Fla. — Eight-six percent of retailers polled as part of a Deloitte Study released here yesterday ranked consumer marketing programs among the top four activities that deliver meaningful return on investment.

ST. PETERSBURG, Fla. — Eight-six percent of retailers polled as part of a Deloitte Study released here yesterday ranked consumer marketing programs among the top four activities that deliver meaningful return on investment. Likewise, close to three in four (73%) manufacturers ranked these programs among their top four. “Sixty-nine percent of companies said they’re now infusing shopper insights in their overall planning process, but almost 75% of the activity is ad hoc and reactive,” said Rob Holston, practice leader-shopper marketing, strategy and operations, consumer business, Deloitte Consulting. He presented the results of the Grocery Manufacturers Association-commissioned study “Delivering the Promise of Shopper Marketing: Mastering Execution for Competitive Advantage” yesterday at GMA’s Merchandising, Sales and Marketing conference. He explained that companies engaged in consumer marketing programs fall into one of three lifecycle phases. About 45% of the industry is in the first phase known as incubation. “They’re asking how do I pilot this, test and learn,” said Holston. “They’re generating only about 5% of the potential value they could.” About 50% of companies are in the scale phase, during which expansions can take place. These retailers and manufacturers are only capturing about 25% of their potential value. Meanwhile, about 5% of companies have reached the third phase by culturally embedding shopper marketing programs in their organization. They realize only about 60% of their potential value. “These are the companies who’ve been widely acknowledged for their efforts,” said Holston. “They take great pride in what they do, but they also realize that they’re a long way from where they need to be.”

Read More of Today's Headlines

TAGS: Center Store