Five Steps to Improve Shopper Marketing Impact

To read the full report, click on the attachment at right.While in-store merchandising has a long history in consumer packaged goods (CPG) marketing, for many years it was considered an afterthought, at best. The game, however, has changed:Shoppers today have far more retail destinations to choose from, and less loyalty to any one of them.Shopping trips are shorter in duration, and yet many shoppers require more information to complete them.With the fragmentation of all media, it's increasingly difficult to effectively reach large segments of the population.What does this mean for brand marketers? The ability to market effectively in-store has become paramount. "Over the past few years we saw, ?rst-hand, the strong shift to more buying decisions being made at the point of purchase," says Tim LeBel, Vice President-Sales, Mars Chocolate North America. "With this change in buying behavior, we reassessed our internal structure to better understand how to make our iconic brands even more relevant to shoppers." In Mars' case, that meant creating an "In Store Obsession Team" that could align the company's in-store marketing strategies from the top of the organization all the way down to the people who build displays in-store."Obsession" is not too strong a word. Merchandising can no longer be treated as an afterthought but instead as an anchor to all marketing touch-points along the path to purchase. This report, sponsored by RockTenn, will outline the key steps CPG marketers should take in-store to respond to these new marketplace realities.

Five Steps to Improve Shopper Marketing Impact

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