Shopper Marketing - April 2016 - 10


EDITORIAL

Crack a Code?
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elcome to page 10. Now, for just a
second, please flip over to page 152,
where you should (unless you are way down
on the routing list) find something quite
useful: The Path to Purchase Institute's 2016
"Retailer Receptivity" wall chart.
This is the third major update of our guide
to how 49 in-store marketing tactics are received (or not) by 15 major U.S. chains. Over
the years, I've seen it pinned up on countless office, cube and conference room walls
throughout the industry. It indicates which
in-store marketing vehicles (display types,
signage concepts, etc.) are "often, sometimes or rarely" accepted and/or deployed
by the big national chains.
It is just a guide: No tactic is listed as "never" used because few retailers are completely
inflexible. Likewise, you won't find "always"
there either, because no chain is that predictably uniform from buyer to buyer. Still,
don't be dissuaded if you find a red mark on
a display tactic you believe would be perfect
at Chain X: Sometimes, those who dare, win
... sometimes.
When Peter Breen and I sat down to matrix
out our very first version of this chart back in
2012, we were mainly hoping it didn't blow
up in our faces. It didn't, and the chains that
did weigh in with feedback had only minor
course-corrections.

10

y SHOPPER MARKETING APRIL 2016

But I never dreamed our little chart could
be taken to the next level of analysis (above
right), which shows cost and lift per 1,000
shoppers as well as overall ROI. We first saw
it during the Foresight ROI/Great Northern
Instore presentation at February's Forum of
Merchandising Executives meeting. "Marketers need to know if shopper marketing
works and if it's a good return on investment
relative to alternatives," says Rick Abens,
CEO, Foresight ROI. "For this, they need metrics that are standardized for comparability
that they can use to justify the increased
spending."
Abens created his chart using a standardized econometric predictive model fueled
by POS data (sales with merchandising activity) from Nielsen, Symphony IRI and/or
84.51° as well as in-store tactic reach and
cost data from either the marketers themselves or a vendor like News America. Abens
says Foresight ROI also gathers other sales
driver data such as brand marketing reach,
pricing, merchandising, competitive activity,
the economy and the weather.
Abens says Foresight ROI has measured
the shopper marketing ROI of all of tactics
in over 15,000 events, measuring the "the
sales impact of each of the tactics separately
on the shopper marketing mix predictive
model."



Table of Contents for the Digital Edition of Shopper Marketing - April 2016

Contents
Shopper Marketing - April 2016 - Intro
Shopper Marketing - April 2016 - 1
Shopper Marketing - April 2016 - 2
Shopper Marketing - April 2016 - 3
Shopper Marketing - April 2016 - Contents
Shopper Marketing - April 2016 - 5
Shopper Marketing - April 2016 - 6
Shopper Marketing - April 2016 - 7
Shopper Marketing - April 2016 - 8
Shopper Marketing - April 2016 - 9
Shopper Marketing - April 2016 - 10
Shopper Marketing - April 2016 - 11
Shopper Marketing - April 2016 - 12
Shopper Marketing - April 2016 - 13
Shopper Marketing - April 2016 - 14
Shopper Marketing - April 2016 - 15
Shopper Marketing - April 2016 - 16
Shopper Marketing - April 2016 - 17
Shopper Marketing - April 2016 - 18
Shopper Marketing - April 2016 - 19
Shopper Marketing - April 2016 - 20
Shopper Marketing - April 2016 - 21
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Shopper Marketing - April 2016 - 24
Shopper Marketing - April 2016 - 25
Shopper Marketing - April 2016 - 26
Shopper Marketing - April 2016 - 27
Shopper Marketing - April 2016 - 28
Shopper Marketing - April 2016 - 29
Shopper Marketing - April 2016 - 30
Shopper Marketing - April 2016 - 31
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http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708
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http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411
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http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
http://www.nxtbook.com/nxtbooks/ptp/sm_201408
http://www.nxtbook.com/nxtbooks/ptp/sm_201407
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http://www.nxtbook.com/nxtbooks/ptp/sm_201402
http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
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http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
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