Targeting shoppers as they shop

This article analyses how marketers can optimise their promotional strategy in-store, across their portfolio of products, and across different retailers.
  • Investment in shopper marketing represents up to 25% of many brands' total marketing spend, with the biggest spenders being FMCG companies.
  • However, many shopper tools and techniques deliver very low levels of ROI and most are never analysed, leading to eroding profit for brands.
  • Applying high-definition analytics, based on sophisticated test vs control analysis, can help marketers understand which channels work best and which don't work at all.
  • In-store channels range from trolley bays to floor stickers and hanging flags, so investing in shopper ROI analytics will enable marketers to understand which to prioritise and to carry...

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