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Retail|Shopper|United States|English

ANA, GfK study shows evolution of shopper marketing

New York, NY, 26.07.2016

New GfK research for the Association of National Advertisers (ANA) shows that shopper marketing has transformed into an omnichannel approach designed to reach consumers at all touchpoints.

The study was introduced today at the 2016 ANA/BAA Shopper Marketing Conference, in a presentation by GfK's Sarah Gleason. In a key finding, the GfK/ANA research confirmed that mobile has become an important component of shopper marketing campaigns, attempting to engage people in-store and extend a connection post-visit.

Other key findings from the study include:

  • Shopper marketing has progressed from only driving short-term sales to motivating shopper behavior
  • A dedicated shopper marketing team is more likely to be viewed as a competitive advantage today than it was in the past
  • When shopper marketing reports to marketing, it likely to be more strategic and more highly valued within the organization
  • Shopper insights are underfunded in many organizations