NAPLES, Fla. — Over the next three years, 83% of food, beverage and consumer products manufacturers will increase their investment in shopper marketing, according to a new report from the Grocery Manufacturers Association and Booz & Company.
In fact, most companies (55%) rank shopper marketing as their No. 1 investment and will increase spending by more than 5% annually.
The report, released at GMA’s Shopper Momentum conference, identifies the need to find the most effective shopper marketing strategies for engaging consumers even before they set foot in the store — especially since 62% of consumers search for deals digitally before at least half of their shopping trips.
The study also found:
• In-store displays, deal platforms (coupons, circulars, etc.) and personalized emails are most effective when increasing product trial and purchase is the objective.
• The most effective vehicles for building loyalty are of the digital variety: newsletters, word-of-mouth programs in social media, and virtual displays linked to search results.
• Mobile vehicles are earlier in their lifecycle and show significant promise across different objectives: barcode scanners for awareness, price comparison for action, and mobile commerce apps for loyalty.
