Shopper Marketing - January 2018 - 20

20 TRENDS 2018

SHOPPER MARKETING JANUARY 2018

Data and Zero-Based Budgeting

Generally, what is the current attitude among
retailers toward sharing shopper/sales data?

What is the current status of online shopper/sales data?
Hard to obtain

They still don't want to share

25.7%

Easy to obtain,
hard to interpret

They're opening up but treating
it as a revenue stream

58.6%

They're opening up in the spirit
of collaborative partnerships

10

14.3%

Easy to obtain and interpret

15.7%
0

80%

5.7%
0

20

30

40

50

10

20

30

40

50

60

70

80

60

Is your shopper marketing budget based
on a zero-based budgeting scheme?
YES

50%

32.4%

NO

17.6%
NO, but heading
in that direction

If yes, how has this changed how you normally do things?

INSTITUTE ANALYSIS:

Here are two comments from respondents:

It's made us focus
more on metrics

35.3%

We're now tracking expenses
more carefully

"This makes it difficult to plan without a pot of money
from the outset."

23.5%

We start over every year

"From a shopper marketing perspective, it's made us look
more carefully at how programs align with our strategy
and objectives, as well as their return - however we
measure it."

26.5%

We are spending too
much time on data

2.9%

It hasn't changed things at all

2.9%

Other

8.9%
0

10

20

30

40

50

SURVEY METHODOLOGY
In late-October 2017, several thousand U.S.-based CPG marketing executives
were emailed a questionnaire to be completed online. The names were drawn
from Shopper Marketing magazine subscription, Path to Purchase Institute
membership and EnsembleIQ registration lists, with an emphasis on those with
director, manager or senior executive titles.
From those emailings, 90 CPG marketing executives submitted full or partially completed surveys, with 68 filling out the questionnaire completely. Each

respondent was entered into a drawing for an Apple Watch Series 3, which was
awarded to Beth Orozco of E. & J. Gallo Winery. The survey was administered
and the data compiled by Irwin Broh Research, Des Plaines, Illinois.
FOR ALL CHARTS
Respondents: Consumer product marketing executives. Please source all charts
to: the Path to Purchase Institute/Shopper Marketing magazine.

Continued on page 53



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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