Solution Provider News: May 2015

Study Shows Big Jump in Shopper SpendRetail and CPG marketing research firm Cadent Consulting Group, Wilton, Connecticut, has released a new study showing that shopper marketing spending more than doubled between 2012 and 2014. Based on the responses of 1,000 manufacturers, retailers and shoppers, the study revealed that spending increased from 6% of CPG manufacturers’ overall marketing budget to 13.5%, representing a $17 billion lift. During the same time period, digital marketing spending increased from 7.1% of the budget to 12.5%, while spending on traditional promotion dropped from 49.8% to 43.9%; spending on traditional advertising dropped from 25.4% to 22.2%; and spending on traditional consumer promotion dropped from 11.7% to 7.9%.Partners Combine CPG Data ResourcesKantar Shopcom, a Wilton, Connecticut-based analytics division of Kantar Retail, has partnered with shopper insights provider IRI, Chicago, to integrate Kantar’s retail purchase transaction loyalty card data with IRI’s national consumer panel data and point-of-sale transaction data. The partners say their combined assets will deliver the most complete coverage of the CPG data landscape to create a portfolio of multi-channel targeting and measurement solutions. “We can now apply not only sales lift but also the all-important causal variables such as price, distribution and in-store promotion,” IRI president and CEO Andrew Appel said in a statement.Nielsen Gets Closer Look In-StoreRetail performance measurement provider Nielsen, New York, has partnered with RetailNext to bring the San Jose, California-based company’s proprietary technology on in-store analytics to Nielsen’s retail client base, including grocery, mass, drug, convenience, dollar stores and more. RetailNext uses cameras and mobile-based technologies to provide comprehensive measurements of shopper activities in-store. Combined with Nielsen’s sales performance, promotion, pricing, merchandising and assortment information, the technology should offer retailers and manufacturers a deeper understanding of shopper behavior.OwnerIQ Taps RSi For In-Store Sales DataBoston-based programmatic ad platform OwnerIQ recently partnered with Mountain View, California-based POS analytics firm Retail Solutions Inc. to integrate RSi’s retail store-level intelligence and sales data with OwnerIQ’s pool of targeting and analytics data. The companies say that CPG brands and retailers can maximize the impact of their promotions by combining RSi’s store-level UPC sales and inventory data from more than 150,000 store locations with OwnerIQ’s vast retail shopper data. Brands can also run different programs in targeted ZIP codes in order to determine which stores respond best to which deals.NAM Partners With OwnerIQPromotional marketing services company News America Marketing, New York, has teamed with OwnerIQ to introduce News America Programmatic Advertising. The new offering is a response-driven digital display product that combines NAM’s geo-scoring system with OwnerIQ’s expansive shopper data to provide precise delivery of impressions for clients.Personnel AppointmentsCollective Bias, Rogers, ArkansasDan Vanchieri joins as chief revenue officer to oversee the shopper social media company’s sales teams and revenue strategy development.Coupons.com, Mountain View, CaliforniaSafeway’s former senior vice president of loyalty Keith Colbourn has joined the company as SVP of retail, reporting to COO and CFO Mir Amir, another former Safeway exec. Additionally, the digital promotions platform also recently hired PK Van Deloo as vice president of customer acquisition, retention & loyalty, and promoted Casan Callaway to VP of operations.Fitch, Columbus, OhioThe retail and brand consultancy has appointed Hermann Behrens to the role of CEO, North America, to lead the business out of a newly established office in New York.Geometry Global, New YorkPamela King has joined the agency’s San Francisco office as an associate director, strategy.GfK, New YorkKevin Taylor has been promoted to executive vice president of technology, overseeing work for all North America technology clients. Gary Schanzer, who has managed the digital market intelligence team on an interim basis for several months, will now fill that role permanently while also continuing to serve as the shopper and retail strategy team’s managing director.The Integer Group, DenverThe agency has appointed Michael Rivera as executive creative director to work out of the Des Moines, Iowa, office.The Marketing Arm, DallasMe’Cheal Kerski has been promoted to vice president, business operations.Michelman, CincinnatiGinger Cushing, global sales manager, packaging, has been appointed to the board of directors of the Association of International Metallizers, Coaters and Laminators.Omnia Media, Los AngelesThe online video content network has hired Rose Ferraro as senior vice president of sales.ON24, San FranciscoThe webinar marketing solutions provider has appointed Ken Robinson as chief marketing officer.Piston, San DiegoThe digital agency has named Jessica D’Elena-Tweed as its new creative director.Platinum Advertising, Trevose, PennsylvaniaThe agency has hired Edward Beighley to serve as the vice president of retail/event marketing.Prestige Brands, Tarrytown, New YorkAndrea Bouwman, formerly of Reckitt Benckiser, is now leading the company’s shopper marketing initiatives.Quad/Graphics, Sussex, WisconsinJeff Rodgers recently joined the company as marketing communications manager and will be supporting the team at Tempt In-Store Productions in New Berlin, Wisconsin.SGS International, Louisville, KentuckyFormer Acosta Mosaic Group president Aidan Tracey recently left his position to take over as CEO of the graphics and printing firm that serves retail and CPG clients.Theory House, Charlotte, North CarolinaBlair Bolton has joined the agency team as account coordinator.Trans World Marketing, East Rutherford, New JerseyThe company recently added Adam Landman, Ron Craft and Greg Hall to national sales positions, based in East Rutherford; Covington, Kentucky; and North Kingstown, Rhode Island, respectively.U.S. Display Group, Tullahoma, TennesseeJessica Moore recently joined the P-O-P firm as marketing manager.WIS International, San DiegoThe retail inventory firm named Jim Rose, former president of marketing services at Crossmark, as its new president and CEO.WSL Strategic Retail, New YorkKristine Martinek, formerly of IN Marketing Services, has joined the consultancy as a consultant.Send your solution provider news – new projects and programs with brands and retailers – to lwonham@p2pi.org.

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