Leading retailers and CPG manufacturers spend billions of dollars each year to stimulate purchase intent, drive shopping trips, and capture retail sales.
Traditional advertising influences shoppers throughout their paths to purchase by reaching them in the home, in the car, at the office or anywhere the shopper may be. FSI coupons effectively engage shoppers in their homes where they opt-in to the advertising and purchase incentives while creating their shopping lists and planning their shopping trips. Digital coupons on retailer websites influence a shopper’s purchase decisions by delivering an incentive which may influence category and brand choice prior to entering the store. Retail feature ads are unique because they reach shoppers both in their homes and often as they enter the store, influencing final product decisions and total shopping basket purchases during each store visit.
In this session, retailer advertising and promotion trends will be shared and discussed. Discussion topics will include how emerging media are being integrated into an effective marketing mix, the importance of allocating share of budget to increase share of voice during key weeks, and how retailers and manufacturers can work together to improve the effectiveness and efficiency of their combined advertising and promotion investments.
