Promotion Marketing Association releasing data on shopper marketing

Progressive Grocer: The Promotion Marketing Association (PMA) is promising a comprehensive look at best practices in shopper marketing at its first-ever Shopper Marketing Conference, "Making Shopper Marketing Work for You — a 360 Degree View," planned for May 20-21 in Minneapolis, and open to manufacturers, retailers, and agencies.

The association said it will release proprietary quantitative and qualitative research conducted with Nielsen Business Media, in a report titled "The PMA Survey on Managing and Measuring Shopper Marketing." Findings of this research include the most widely reported benefits of practicing shopper marketing, how to best measure shopper marketing programs, levels of retailer and manufacturer support/collaboration necessary to implement shopper marketing programs, and who should bring shopper insights to the planning table.

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