One Blog |September 11, 2011 | Point-of-Sale Marketing Management

Shopper Marketing - Booz & Co. Survey of CPG Growth in Spending

Mark Fullerton

Quoted in its entirety from:  strategy + business

Published August 23, 2011 / Autumn 2011 / Issue 64


“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”.

Note: Figures exclude neutral responses.

Source: Grocery Manufacturers Association/Booz & Company Survey of CPG Manufacturers and Retailers, Summer 2010 (manufacturer responses only).

Link to full report: 

OnTrak's Perspective

Even as the economy improves for some beverage distributors and suppliers, CPG manufacturers will likely find the road ahead bumpy at least for the near term. As a result, there is a need to increase the utilization of the most effective and efficient method to drive incremental sales — and that, by consensus, is Shopper Marketing.

As the above quoted article demonstrates, Shopper Marketing is where CPG manufacturer’s focus will be for at least the next four years. And, because of the increased emphasis on all forms of Shopper Marketing there is a growing need to Track, Measure and Manage Point-of-Sale (POS) Marketing costs for maximum profitability and return-on-investment.

OnTrak’s cloud-based systems are the only solutions on the market today that address the issues of consistent cost management, automated graphics and print shop management, and profitable business management. 

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