WASHINGTON - Companies involved in shopper marketing experience higher sales growth and a better return on investment for their marketing programs, according to new research from the Grocery Manufacturers Association, Booz & Co. and Shopper Sciences.
Shopper marketing growth is fueled by a new focus on shopper solutions that engage shoppers across the path to purchase in ways that complement and go beyond promotional pricing, according to the report, titled “Shopper Marketing 5.0: Creating Value With Shopper Solutions.”
Shopper solutions are insight-driven events that often feature two or more products that shoppers can purchase together. They can deliver incremental value to shoppers in terms of shopping and product experience, and thus, simultaneously build brand engagement and drive action.
“Shopper solutions present an exciting opportunity for national brands to collaborate with retailers to create new value for shoppers, while growing their business together through winning the trip before the store and growing the shopping basket in the store,” Brian Lynch, senior director of business and industry development for GMA’s Industry Affairs and Collaboration division, said in a statement.
According to the study, a best-in-class shopper solution capability includes four components: the ability to...
• Develop and integrate consumer and shopper insights.
• Gain an intimate understanding of the needs of retailers and opportunities to drive growth together through programs focused where there is the greatest headroom for growth.
• Work with external partners and tap into a full arsenal of platforms and vehicles to deploy shopper solutions across the full path to purchase.
• Create a well-oiled organizational machine that can effectively and efficiently execute shopper solution programs and measure their results.