The good news is that retailers are in position to ease their pain, but there are complica-tions. Shopper behavior varies from shopping trip to shipping trip, depending on the purpose of the store visit.
“The symptoms people are suffering from can influence their overall behavior. If they are going in for an immediate or urgent need, they will behave differently than if they are on a replenishment trip,” explains Michael Pishvanov, Associate Director of Shopper Marketing Sales Strategy at McNeil Consumer Healthcare.
The industry now has some new, telling metrics around the in-store execution “blind spot” that has long weakened category management.
Key findings of a new survey of 69 consumer packaged goods suppliers shed light on why execution challenges persist today. It is largely a matter of CPGs inconsistently measuring in-store return on investment (ROI), or not having all the elements in place to do so accurately, and rarely tying results to executive compensation.
The report, Global In-Store Practices, Part 2: Results of the 2010 Industry Benchmark ROI Survey, comes from Quofore, a mobile sales force automation supplier, and the Booz & Company consultancy. The data show that:
Just 62% of CPG companies surveyed measure in-store ROI.
Among CPGs that plan to add ROI measurement capability in the future, 36% expect this to occur within 12 months, 45% within 24 months, and the rest later on.
83% of all respondents cite out-of-stocks (42%) or trade promotion compliance (41%) as the greatest shapers of in-store ROI...
Benadryl and Dayquil may provide quick relief for ailing shoppers, but they still have a headache from the assortment of over-the-counter (OTC) drugs at retail. Shoppers are confused by the dizzying array of health care products and are looking for solutions.
LOYALTY MARKETING
LEAD Marketing Conference
Co-Locates with
GHQ Connections
The LEAD Marketing Conference and GHQ Connections have agreed to co-locate their events at the Westin O’Hare in Rosemont (Chicago), Ill. October 10-13.
The agreement will allow consumer packaged goods companies and retailers the opportunity
to both engage in face-to-face meetings and to attend a conference where they will learn how to enhance their business with customer marketing and shopper engagement strategies,
social media, virtual shopping platforms, analysis of paths to purchase, and assorted
shopper technology.
The LEAD Marketing Conference is the industry’s most comprehensive event focusing on all aspects of Loyalty, Engagement, Analytics and Digital Marketing applications...
that a company has. It can transform a company’s P&L.
But do companies have the proper pricing strategy for profit? Most don’t. In fact, pricing
is undermanaged at most companies. They manage price reactively; that is, as a way to maintain operating profit in response to fluctuations in input costs.
In this CPG Webcast, learn how best-in-class companies treat pricing as a strategic lever of revenue and profit growth in any economic environment. Click on the first arrow in the control bar to listen:
Which coupon vehicle – FSI or digital – gives marketers a bigger bang for their buck?
While traditional FSIs still dominate coupon distribution, a lot of the buzz in couponing nowadays centers on digital coupons and their steady growth, although from a small base. A race is hardly underway for top coupon share, and the two vehicles are radically different in terms of delivery. But a comparison even at this stage is instructive.
So how do they compare in terms of driving incremental volume, attracting new buyers, and Return on Investment (ROI).
To find out, Knowledge Networks, a market research firm with an expertise in coupon measurement, conducted a two-year analysis
of what’s happening in the digital world and comparing it to the traditional FSI. It compared 17 digital events and 28 traditional events across similar categories over the last two years. The five categories making up the
sample universe were four edible grocery and one non-food.
“This is a starting point of where we think this
is going," said Neal Neffernan of Knowledge Networks...
