As the ecosystem around shopper marketing grows increasingly complex, so too does the relationship between CPG companies and retailers. That’s why the global organization Shopper Marketing Experts (SME) published its report, “Expert Insights and Trends in Retail Marketing: 2019,” addressing challenging questions facing CPG brands with regard to the everchanging retail marketing space. In it, 18 contributing industry thought leaders share insights on a range of relevant topics.
Rick Abens, CEO of Foresight ROI, took SME up on its invitation to share what he sees trending in 2019. His topic: “Omnichannel Collaboration for CPG Marketers and Retailers to Win.”
Key takeaways:
- The most successful CPGs are collaborating with retailers on omnichannel strategies using a full path-to-purchase toolset to create impactful programs.
- Both retailers and CPGs will continue to evolve their omnichannel capabilities, through test-and-learn, to more mature capabilities in 2019.
- More CPGs are demanding transparency when buying digital media from retailers, especially the retailers who are disciplined in measuring the return on their marketing benefits.
Shopper marketers who work to get the transparency and collaboration with their retailer customers will be able to prove shopper marketing works, secure more funding, and ultimately win with both customers and shoppers.
Contributions by other industry experts cover trends in shopper experience, packaging, retail media, e-commerce, artificial intelligence, data analytics, and more. As a whole, the report underscores the ongoing need for continuous optimized execution and evaluation of marketing programs, which is both a futuristic concept and business as usual at Foresight ROI.
Download the full Shopper Marketing Experts report here: https://shoppermarketingexperts.com/experts-trends-insights-2019/
Foresight ROI is the leader in shopper marketing measurement, decision support, and software solutions for CPG companies and retailers. To learn more about our measurement, software or industry ROI benchmark solutions, contact us at: contact@ForesightROI.com