Shopper marketing is quickly getting much deserved attention as a valuable part of the marketing mix. The Grocery Manufacturers Association (GMA) announced that it will be working with Booz & Company to “conduct an up-to-date review of shopper marketing trends.”
Expected to be released in November, this should prove an interesting review. According to the press release, the aim is to “engage in research to develop a 360-degree perspective on successful industry practices and key shopper marketing challenges.”
Miller Zell has long said that in-store communications and marketing programs have greater impact on incremental sales than traditional forms of advertising. However, it will be interesting to see how Booz defines the “360-degree perspective” for shopper marketing. From our perspective it includes everything from signage to fixtures to environment and lighting. Every aspect of the shopper experience is creating a connection with the brand and should be deliberately considered as part of the marketing plan.
