Shopper Marketing - January 2018 - 19

TRENDS 2018 19

JANUARY 2018 SHOPPER MARKETING

INSTITUTE ANALYSIS:

Retailers say they need better information from brands
about products on the digital shelf. What is the holdup?

From our results,
it's clear that brands
know they need to
do better. In addition
to the reasons
we've identified, our
respondents offered
up the following:

(Select as many as apply)

Insufficient internal resources

64.1%

The speed with which
the content changes

51.3%

Difficulty in identifying each
retailer's unique requirements

" The cost of putting the information up. Retailers
are trying to make a profit off of it."
" Different requirements from different retailers
do not help. If it is not Walmart or Amazon, it is
difficult to justify resources to meet other retailers'
special requirements."
" Resources, time to review each product page,
inaccuracy/errors in information delivery."

48.7%

It's not a priority

" The retailers' unwillingness to share necessary
shopper data beyond just clicks and impressions."

12.8%

Problems with agency partners

" Sharing data."

10.3%

They are wrong.
We are doing well

" Slow feedback loop between retailer and brand."
" Tracking external websites."

2.6%

Other

" We are a big ship and slower to change than we
should be. Our e-commerce support has not been
sufficient but is now ramping up quickly."

14.1%
0

10

20

30

40

50

60

70

Complete this sentence: At this stage, marketing
activity on most retailer websites is ------- .
Effectively engaging shoppers
and driving sales

INSTITUTE ANALYSIS:

14.5%

A blur of advertising and
pretty much ineffective

29%

Mostly just broadcasting
retailer programs

30.4%

A funding hustle/nothing more
than a revenue generator

11.6%

Other

14.5%
0

10

20

30

40

More and more retailers are using individual
stores for e-commerce logistics/fulfillment.
How is this affecting your inventory planning
and product distribution strategies?

50

We also asked
this question last
year, although with
different answer
choices. This year,
the numbers came in
lower for effectively
"driving sales" but
also for "nothing
more than a revenue
generator." This year,
substantial numbers
call it ineffective
as well as simply a
trumpeter of retailer
programs. Here are
some of the other
responses:

" All of the above, depending on the program."
" Varies greatly from one retailer to another."
" They are better at the pre-shop phase than the
shop phase."
" It's somewhere between driving sales and a blur of
activity. It's hard to measure."
" It's opportunistic. We advertise mostly on Amazon,
and with all other retailers we activate marketing
on an initiative-by-initiative basis."

It doesn't have an impact
on our operations

30.4%

It's not a concern right now,
but we're looking into it

44.2%

It is starting to have an impact
on inventory planning and
product distribution

12.7%

It's already a significant challenge

12.7%
0

10

20

30

40

50



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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