Uit een onderzoek blijkt dat zowel de retailer als de fabrikanten shopper marketing (of marketing at retail zoals de naam nu weer is!) als meest rendabele investering in promotie vinden.
Ik denk dat het altijd een mooi samenspel van communicatie blijft, maar het lijkt wel steeds belangrijker te worden. De gemiddelde consument kiest steeds vaker zelf aan welke reclame hij bloot staat.
A recent survey by Deloitte Consulting and the Grocery Manufacturers Association, in fact, gives shopper marketing higher marks for return on investment than most conventional media.
Seventy-three percent of participating consumer packaged goods manufacturers and 86 percent of retailers placed shopper marketing programs among the top four activities that deliver meaningful return on investment, according to a study conducted by Deloitte Consulting, LLP for the Grocery Manufacturers Association and released yesterday at the trade association's Merchandising, Sales and Marketing Conference in St. Petersburg, Fla.
The study, "Delivering the Promise of Shopper Marketing: Mastering Execution for Competitive Advantage," additionally found that the percentage of manufacturers and retailers with significant shopper marketing organizations grew dramatically from 6 percent in 2007 to as high as 60 percent in 2008. Respondents expect shopper marketing investments, as a percentage of the overall marketing mix, to continue to rise for at least three years."Nearly every major manufacturer and retailer in the industry is dedicating resources to shopper marketing," noted GMA director of sales and sales promotion Brian Lynch. "This report outlines lessons learned to date and puts forth a game plan to help companies become more sophisticated in their operations and thus more fully realize the enormous potential of shopper marketing."
Both studies can be found online at www.gmaonline.org/publications and http://www.deloitte.com/.
