Brands are sold on shopper marketing

Brandweek: In-store marketing tactics have not only become actively embraced by marketers of consumer packaged goods, many rank it as one of their most effective tools, according to a new study. Deloitte and the Grocery Manufacturers Association polled more than 100 companies for the "Delivering the Promise of Shopper Marketing: Mastering Execution for Competitive Advantage" report. Companies no longer look at shopper marketing as an also-ran idea. In fact, 60 percent of the manufacturers and retailers polled said they have "significant" shopper marketing organizations. This was up from only 6 percent last year.

Click to continue