Almost one-third of global shoppers are content to make up their mind as to which brand they buy in-store, according to a study released by the Ogilvy Group. The study, which highlights the potential of shopper marketing, was based on more than 14,000 shopper interviews conducted in 700 retail outlets across 24 markets worldwide. It covered pre- and post-purchase decision making in five retail channels across six product categories, to examine how shopper decisions differ across channels, product... ...Read more »

New research has established a number of methods to assist CPG companies prosper in spite of rising economic pressure and falling consumer demand, with important lessons for companies of all sizes. Top performers in the consumer packaged goods (CPG) industry achieved 3.6 per cent sales growth over and above category average while decreasing their sales costs as a percent of sales by 6.1 per cent over two years, according to the 2008 Customer and Channel Management Survey: Doing More with Less: Winning... ...Read more »

Shopper marketing, a strategy based on the in-store elements of the marketing mix to directly target customers, is reaping great rewards for the growing number of companies embracing the concept. Companies are discovering that, by using market insights, they can enhance the shopping experience to engage the customer, influence their purchase decisions and boost brand loyalty. The impact over the last couple of years has been profound for some companies and 73 per cent of participating consumer packaged... ...Read more »