The shopper research firm GfK Interscope has released its 2011 Futurescope survey of consumer packaged goods and retailers, with the results showing more and more see in-store marketing as critical to their bottom lines.
Ninety-five percent of the 300 people who did the survey this spring said they’re actively engaged in shopper marketing, with more than 80% saying the emerging discipline is vital to their company’s success.
Two years ago, 56% of the people asked said they were putting at least 5% of their marketing budgets into shopper marketing. Now the number is 75% putting at least 5% in.
Along the way, there is a “dizzying array of shopper touch points” from online, mail, in-store and word-of-mouth.”
“All of the touch points are impacting that shopper throughout the day — pre-shop and post-shop — and you need to think about these not as consumer touch points, but shopper touch points.”