Digital Doughnut’s recent feature on ‘Targeting Shoppers As They Shop’ presents a view from Ebiquity’s Head of Effectiveness, Nick Pugh on shopper marketing. Nick demonstrates how there are many different tools and techniques available for brands to promote themselves in-store. However, despite the significant investment brands make in shopper marketing, it often delivers a poor return on investment.
Nick Pugh goes on to highlight some of the reasons why shopper marketing campaigns often deliver such poor ROI;
Some of the channels available are notoriously poor, delivering at best an ROI below 10p for each £1 invested. This includes channels such as advertising boards at the end of a trolley, trolley bays, car park ads and security shrouds. In general, the further locations are from the actual fixture where the product is shelved, the less effective they are at triggering purchase.
Shopper marketing campaigns that are not analysed can never be optimised. Since many shopper tools and techniques deliver such low levels of ROI and most are never analysed, much of the annual £500m spend is effectively eroding profit for brands. But it doesn’t have to be this way. It is possible to help the commercial and shopper teams understand which channels work best and which don’t work at all; which should be prioritised, and which should be removed from the shopper marketing schedule altogether.
To read the article in full on Digital Doughnut’s website, please click here.
First featured 09/11/2017