BMC's newest paper tracks the changes in shopper marketing that are being driven by new digital tools, tactics, and strategies. It delivers insights, implications, and recommended actions that will help
retailers and suppliers who want to increase the effectiveness of their shopper marketing programs today.
The evolution of shopper marketing is being driven by growing insight into shopper behavior and the relentless expansion of digital strategies, tools, and tactics. This paper presents survey findings that explore several forward-looking hypotheses about the future of shopper marketing. It then translates the insights and implications that arise from these findings into actions that will help retailers increase the effectiveness of their shopper marketing programs as the discipline evolves. Topics: digital shopper marketing, personalized offers, shopper solutions, CPG growth potentialRead the Anticipating the Future of Shopper Marketing paper on-line or to download a free copy of this paper, click "more" and complete the short form.
Walmart suppliers recently identified Amazon.com and dollar
stores as the top competitive threat to Walmart, so it’s especially interesting
that the majority also report “working with Walmart.com is a challenging
Food bloggers can be a rich a social media touchpoint for shoppers. Heidi Bobier, Social Media Coordinator for SuperValu, has worked with them for years to build connections between shoppers, retailers and products. We asked her to talk with us about her work.
Yesterday I got to see some mobile shopping trends up close and personal. The woman ahead of me at the checkout was trying out SnipSnap, and she'd already consulted her Pinterest ideas while walking the store.
At BMC, we think the intersection of food shopping and
health is an important space to watch for opportunity. A shift driven by the
increasing use of mobile devices is beginning to change the relationship
between patient and healthcare professionals to one of more continuous care. We
think this will expand options for shopper touchpoints that help guide food purchase
decisions against a specific health goal.
When a shopper becomes digitally connected, they are going to
be influenced by whole new set of touchpoints earlier in the process and herein lies opportunity. Read this
recent bazaarvoice.com blog. It describes a valuable scenario that shows the
way grocery shopping could play out in the future. Tara Demarco
does a great job of showing how shoppers could be influenced by direct
communications from manufacturers and bloggers, and even leverage
nutrition filters . . .
of digital media has expanded the communication options available to
retailers, but more importantly, it has created powerful new synergies for more fully integrating sales
promotion and marketing into an effective shopper marketing program. These synergies couldn’t happen at a better time,
since the effectiveness of traditional print media has eroded, creating a growing
“communications gap” between some retailers
and their shoppers. Here are six
calls-out for actions retailers can take to maximize the synergies, and two resources that will help them plot their course.
The path to purchase in the supermarket increasingly includes smartphone use,
but WHO is using them is what caught our attention. The gap between
millennials and older shoppers is quite small, according to the study featured
in this Supermarket News article. Just 1% to 3% separated millenials from
shoppers ages 30 to 65 across a wide spectrum of activities.
We like how Charles Gold turns around the perspective on the path-to-purchase in this MENG blog. Gold says we focus too much on the internal - on sales processes, prospects, and tactics. Instead, he argues, we should be talking and thinking about buyers and buying processes.