Shopper Marketing - August 2016 - 132


INDUSTRY REPORT
RETAILER RELATIONS
Which store zone is most effective
for driving sales with your
P-O-P?
Whichvendor-supplied
store zone is most
effective
for driving sales with your
vendor-supplied P-O-P?

How do you conduct

How do you conduct
compliance audits?

On the
perimeter
22.2%
On the

End of aisles
37.0%

Reports from sales
force/personnel
51.9%
Reports from sales Reports from
force/personnel 3rd-party
51.9%
merchandiser
Reports from
25.9%
3rd-party
merchandiser
25.9%

perimeter
22.2%
Within aisles
14.8%

End of aisles
37.0%

Within aisles
14.8%
Checkouts
14.7%

Checkouts
Center
14.7%
store/promo Lobby/entrance
3.9%
7.4%
Center
store/promo Lobby/entrance
3.9%
7.4%

What percentage of the displays
your company sends out do you
believe
actually of
setthe
updisplays
in stores?
What are
percentage
your company sends out do you
Permanent
believe
are displays
actually set up in stores?

RETAILER
RELATIONS
compliance
audits?

We don't/rarely Mobile/crowd-sourcing*
audit
service
11.1%
11.1%
We don't/rarely Mobile/crowd-sourcing*
*For
example, Field Agent, Quri,
Gigwalk, etc.
audit
service
11.1%
11.1%

86.5%

Permanent displays
Temporary/corrugated displays

86.5%
78.4%

Temporary/corrugated displays
Signs

0

Signs

0

78.4%
73.3%

10

20

30

40

50

10

20

30

40

50

60

73.3%
60

example, Field Agent, Quri, Gigwalk, etc.
Which factors are most important in affecting*For
a retailer's
Are the following chains accepting fewer
decision to accept vendor-supplied P-O-P?
or more displays than in the past?
Fewer
Same
New
product
introduction
Which factors are most important in affecting a retailer's
Are the following
chains accepting
fewerMore
56.7%
decision to accept vendor-supplied P-O-P?
more displays
27.3% than in the past?
54.5%
Kroger or18.2%

Customized
their stores
New productfor
introduction

46.7%
56.7%

Coordination
with
seasonal
Customized for
their
stores events
Additional
price
reductions
Coordination
with
seasonal events
Construction/materials
Additional price reductions
Cross-promotion
with other products
Construction/materials
Fees
provided forwith
placement
Cross-promotion
other products
Collateral
(signs,
cards, etc.)
Fees provided
forprice
placement
Manufacturer/third-party
setup
Collateral (signs, price cards,
etc.)
Size/weight
Manufacturer/third-party setup
0

Size/weight
10

0

10

Same

More

11.1%
18.2%

36.7%
46.7%

Walmart
Albertsons

11.1%

33.3%
36.7%

Target
Walmart

23.3%
33.3%

Meijer
Target

7.1%
18.8%

64.3%
50.0%

28.6%
31.3%

16.7%
23.3%

Costco
Meijer

8.3%
7.1%

66.7%
64.3%

25.0%
28.6%

16.7%
16.7%

Walgreens
Costco

18.2%
8.3%

63.6%
66.7%

13.3%
16.7%

Ahold
Walgreens

11.1%
18.2%

77.8%
63.6%

10.0%
13.3%

CVS
Ahold

11.1% 36.4%

77.8%

3.3%
10.0%

Sam's Club
CVS

14.3% 36.4%

44.1%
27.3%

44.4%
54.5%

45.0%44.1%

18.8% 45.0%

15.0%

40.0%
44.4%

50.0%15.0%

31.3%
40.0%

18.2%
25.0%
11.1%
18.2%
54.5%

9.1%
11.1%

78.6% 54.5%

7.1%
9.1%

20

30

40

50

3.3%

60

Sam's Club

20

30

40

50

60

How receptive are the following chains to
new
orpast
unusual
P-O-P
ideas?
Another break
from
practice
is that
it is becoming
Veryfor
Receptive
Not
Receptive
almost routine
(top, middle)
CPG
marketers
to
conduct
How receptive
are
the
following
chains
to
some kind of compliance
auditing.
The compliance
percentnew
or
unusual
P-O-P
ideas?
100%
Albertsons

How well do these chains perform in terms of chain-wide
executionANALYSIS:
of programs
they accept
atmost
corporate?
INSTITUTE
Perceptions
of the
effective
Excellent/Good
Average
Poor/Awful
store
zones
left)
have shifted
significantly
over
the past
How
well
do (top,
these
chains
perform
in terms of
chain-wide
10-15
years. This
is probablythey
due to
advances
in technology
execution
of
programs
accept
at
corporate?
70%
20%
10%
Costco

(cart tracking, etc.) and increased use of research methods
Excellent/Good
Average
Poor/Awful
such as shopalongs. What's most notable here is how low66.7%
33.3%
Sam's
Club
rated
some traditionally desirable
spaces - store20%
entrances,
70%
10%
Costco
lobbies and center-store promotional areas - have become.
44.4%66.7%
55.6%33.3%
Kroger

Sam's Club

6

Fewer

Albertsons
Kroger

Target
Kroger

42.9%
44.4%

Meijer

41.7%

42.9%
55.6%
50%

0 14.3%

25

50
78.6%

75

100
7.1%

0

25

50

75

100

ages ("actually set up") reported in the chart (top, right) may be
Very Receptive
Not Receptive
more aspirational than actual, however. According to some
80%
20%
Kroger
recent research conducted by POPAI,
100%"properly" executed
Albertsons
levels may be closer to the 40%-60% range.
62.5% 80%
37.5% 20%
Target

Kroger

14.3%

Meijer
Target

8.3%

Costco

61.5%
62.5%
54.5%

38.5%
37.5%
45.5%



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

Contents
Shopper Marketing - August 2016 - bellyband1
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Shopper Marketing - August 2016 - 1
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