In the US, the Grocery Manufacturers Association (GMA) has announced that it has selected Booz & Company to conduct a review of shopper marketing trends, examining purchasing behaviour based on in-store marketing effectiveness and measurement models.
As part of the research, Booz & Company will engage in research to develop a complete overview of successful industry practices and key shopper marketing challengers, GMA said.
The review, which is set for release in November this year, will see Booz & Company team with insight and advocacy network SheSpeaks to not only conduct a shopper survey bu to also interview shopper marketing agencies, product manufacturers, retailers, in-store vendors and other players.
'In these challenging economic times, it is particularly important for manufacturers to employ the most effective strategies,' said Tracy VanBibber, senior vice-president at GMA. 'A greater understanding of shopper purchasing behaviours will be invaluable to ensuring that manufacturers are utilising the best marketing techniques for reaching their different customer bases.'
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