Shopper Marketing - January 2018 - 16

16 TRENDS 2018

SHOPPER MARKETING JANUARY 2018

Walmart has introduced an "On Time, In Full"
program in an effort to improve product availability
in stores. Has it made things harder for brands?

YES

32.8%

INSTITUTE ANALYSIS:
Two-thirds say
Walmart's program
hasn't made things
harder. For those
who answered "yes,"
here are some of their
explanations:

NO

YES

43.5%

NO

56.5%

" You can no longer be early."
" [It's harder] because they don't have consistency
among their buyers."
" [Walmart] introduced it - but is unwilling to discuss
opportunities for improvement."
" To hit Walmart's objective would take a major
restructure of our supply chain as well as
transportation companies changing how they do
business."

67.2%

Walmart has narrowed the number of companies
who are able to manage supplier displays and other
services to five. Is this affecting your business?

" Anytime a retailer imposes changes on a brand, it
will have ripple effects with their internal processes."

INSTITUTE ANALYSIS:
Slightly less than
half indicated that
Walmart's change
is affecting their
business. For those,
it's safe to say their
vendor/broker wasn't
one of the five. One
respondent said of
the change: "It's
beneficial." Here are
some of the other
"yes" respondents'
thoughts:

" Prices have increased and I have less control
on the outcome."
" Category leaders aren't always big-picture players."
" We're forced to leave a company that was effective
for lesser quality options."
" It's forced us to change our vendor."
" It only offers value for those companies who are
DSD."
" There's less leverage in negotiations."
" Less revenue, more demand on-shelf. More service
and cost for less revenue."
" Limited opportunities."
" Limits shopper engagement, retailer differentiation
and branding."
" More expensive for us."
" Our broker was not one of those selected."
" The company we used was not one of the five. We
are still in negotiations with Walmart and new
companies."

Walmart's style guide indicates the retailer is less
receptive to merchandisers (specifically banning
floorstands). Is Walmart enforcing this?

YES

50.8%

NO

49.2%

INSTITUTE ANALYSIS:
Survey says: It's 5050 on enforcement.
For those who
answered "yes," here
are some of their
comments as to the
effect this is having:

" There's minimal off-shelf display support. Therefore,
not a lot of real estate for us to communicate our
messages to shoppers."
" Fewer bigger ideas."
" More digital vendors to get marketing activity."
" Seems to be limiting our ability to drive in-store
activation."
" Shopper-based solutions are needing to take new
formats/approaches."
" Shopper programs have lower volume than when
displays were included."



Table of Contents for the Digital Edition of Shopper Marketing - January 2018

Contents
Shopper Marketing - January 2018 - 1
Shopper Marketing - January 2018 - 2
Shopper Marketing - January 2018 - Contents
Shopper Marketing - January 2018 - 4
Shopper Marketing - January 2018 - 5
Shopper Marketing - January 2018 - 6
Shopper Marketing - January 2018 - 7
Shopper Marketing - January 2018 - 8
Shopper Marketing - January 2018 - 9
Shopper Marketing - January 2018 - 10
Shopper Marketing - January 2018 - 11
Shopper Marketing - January 2018 - 12
Shopper Marketing - January 2018 - 13
Shopper Marketing - January 2018 - 14
Shopper Marketing - January 2018 - 15
Shopper Marketing - January 2018 - 16
Shopper Marketing - January 2018 - 17
Shopper Marketing - January 2018 - 18
Shopper Marketing - January 2018 - 19
Shopper Marketing - January 2018 - 20
Shopper Marketing - January 2018 - 21
Shopper Marketing - January 2018 - 22
Shopper Marketing - January 2018 - 23
Shopper Marketing - January 2018 - 24
Shopper Marketing - January 2018 - 25
Shopper Marketing - January 2018 - 26
Shopper Marketing - January 2018 - 27
Shopper Marketing - January 2018 - 28
Shopper Marketing - January 2018 - 29
Shopper Marketing - January 2018 - 30
Shopper Marketing - January 2018 - 31
Shopper Marketing - January 2018 - 32
Shopper Marketing - January 2018 - 33
Shopper Marketing - January 2018 - 34
Shopper Marketing - January 2018 - 35
Shopper Marketing - January 2018 - 36
Shopper Marketing - January 2018 - 37
Shopper Marketing - January 2018 - 38
Shopper Marketing - January 2018 - 39
Shopper Marketing - January 2018 - 40
Shopper Marketing - January 2018 - 41
Shopper Marketing - January 2018 - 42
Shopper Marketing - January 2018 - 43
Shopper Marketing - January 2018 - 44
Shopper Marketing - January 2018 - 45
Shopper Marketing - January 2018 - 46
Shopper Marketing - January 2018 - 47
Shopper Marketing - January 2018 - 48
Shopper Marketing - January 2018 - 49
Shopper Marketing - January 2018 - 50
Shopper Marketing - January 2018 - 51
Shopper Marketing - January 2018 - 52
Shopper Marketing - January 2018 - 53
Shopper Marketing - January 2018 - 54
Shopper Marketing - January 2018 - 55
Shopper Marketing - January 2018 - 56
Shopper Marketing - January 2018 - 57
Shopper Marketing - January 2018 - 58
Shopper Marketing - January 2018 - 59
Shopper Marketing - January 2018 - 60
Shopper Marketing - January 2018 - 61
Shopper Marketing - January 2018 - 62
Shopper Marketing - January 2018 - 63
Shopper Marketing - January 2018 - 64
Shopper Marketing - January 2018 - 65
Shopper Marketing - January 2018 - 66
Shopper Marketing - January 2018 - 67
Shopper Marketing - January 2018 - 68
Shopper Marketing - January 2018 - 69
Shopper Marketing - January 2018 - 70
Shopper Marketing - January 2018 - 71
Shopper Marketing - January 2018 - 72
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https://www.nxtbook.com/nxtbooks/ptp/sm_201401
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https://www.nxtbook.com/nxtbooks/ptp/sm_201311
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https://www.nxtbook.com/nxtbooks/ptp/sm_201309
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