FOR IMMEDIATE RELEASE
GMA Taps Booz & Company to Review Shopper Marketing Trends
Contact:
Scott Openshaw, Director, Communications, 202-295-3957
Brian Kennedy, Director, Communications, 202-639-5994
September 16, 2009
WASHINGTON, D.C. – The Grocery Manufacturers Association (GMA) today announced the selection of Booz & Company to conduct an up-to-date review of shopper marketing trends. The review, sanctioned by the GMA Sales Committee, will examine shopper purchase behavior based on marketing trends, in-store marketing effectiveness and measurement models for evaluating marketing mix success.
“In these challenging economic times, it is particularly important for manufacturers to employ the most effective marketing strategies,” said GMA Sales Committee Vice Chair and Senior Vice President, Chief Customer Solutions Officer of Dial Corporation Tracy VanBibber. “A greater understanding of shopper purchasing behaviors will be invaluable to ensuring that manufacturers are utilizing the best marketing techniques for reaching their different customer bases.”
Booz & Company will engage in research to develop a 360-degree perspective on successful industry practices and key shopper marketing challenges. Through a unique partnership with SheSpeaks, a leading insights and advocacy network, Booz & Company will field a shopper survey to measure the impact of shopper marketing relative to out-of-store marketing influences on buyer behavior and brand equity perceptions. Booz & Company will also conduct an interview program with shopper marketing agencies, consumer product manufacturers, retailers, in-store media vendors, analytics vendors, and other players in the shopper marketing ecosystem to identify essential criteria for accurately measuring the effectiveness of shopper marketing programs. The review will recommend a roadmap for GMA and its member companies to help prioritize shopper marketing initiatives.
“GMA is pleased to continue advancing the industry’s shopper marketing acumen with our project partners Booz & Company and SheSpeaks,” said GMA Director of Sales Promotion Brian Lynch. “This study will deliver insights to help trading partners collaboratively influence purchase behavior and improve the in-store experience for the shopper.”
The review is slated for release in November of this year with the major findings scheduled for presentation at the GMA Merchandising, Sales and Marketing Conference, November 2-4, 2009 at the Arizona Biltmore, Phoenix, Arizona.
###
Based in Washington, D.C., the Grocery Manufacturers Association is the voice of more than 300 leading food, beverage and consumer product companies that sustain and enhance the quality of life for hundreds of millions of people in the United States and around the globe. Founded in 1908, GMA is an active, vocal advocate for its member companies and a trusted source of information about the industry and the products consumers rely on and enjoy every day. The association and its member companies are committed to meeting the needs of consumers through product innovation, responsible business practices and effective public policy solutions developed through a genuine partnership with policymakers and other stakeholders. In keeping with its founding principles, GMA helps its members produce safe products through a strong and ongoing commitment to scientific research, testing and evaluation and to providing consumers with the products, tools and information they need to achieve a healthy diet and an active lifestyle. The food, beverage and consumer packaged goods industry in the United States generates sales of $2.1 trillion annually, employs 14 million workers and contributes $1 trillion in added value to the economy every year.
[back to top]
|
Printable Version
