strategy+business is published by PwC Strategy& Inc.
 
or, sign in with:
strategy and business
Published: August 23, 2011
 / Autumn 2011 / Issue 64

 
 

Data Points: Finding Shoppers Where They Live

In consumer packaged goods (CPG), shopper marketing — efforts to observe and influence consumers at the time of purchase — is one of the hottest and fastest-growing activities in advertising and promotions. Shopper marketing includes in-store shelf displays, digital kiosks, shopping list apps, e-coupons, and more, all of which generate digital data that marketers can use to further refine their pitches. In a recent Booz & Company survey of senior CPG executives, 83 percent of respondents said their companies plan to increase their investments in shopper marketing, and a majority (55 percent) ranked it as their number one investment, with plans to boost spending more than 5 percent per year, followed close behind by several forms of online media spending, while traditional, offline activities are in decline.

 
 
 
 
Close
Sign up to receive s+b newsletters and get a FREE Strategy eBook

You will initially receive up to two newsletters/week. You can unsubscribe from any newsletter by using the link found in each newsletter.

Close