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    GMA, FMI Back Shopper Web Study

    Research aims to learn how consumers use brand websites

    The Grocery Manufacturers Association and the Food Marketing Institute are supporting a groundbreaking research study about how consumers use brand websites and how the use of these websites impacts shoppers’ in-store buying behavior.

    Accenture, ComScore and DunnhumbyUSA will conduct the study to help consumer packaged goods marketers increase the value of their digital marketing expenditures. The results of the study will be available this spring.

    “Retailers are keenly aware of the number of sources that compete for a customer’s attention when it comes to grocery shopping,” said Patrick Walsh, FMI senior VP of industry relations, education and research. “This study will provide valuable insight about how best to reach shoppers with brand information and provide the shopper with the important information they seek.”

    Denny Belcastro, FMI’s EVP of industry affairs and membership services, added: “The primary goal of CPG manufacturers is to serve consumers as efficiently and as effectively as possible. This research will allow GMA member companies and their retail trading partners to do just that by enhancing the industry’s understanding of what information consumers are looking for online and using in their purchasing decisions.”

    The Accenture/ComScore/DunnhumbyUSA study will be based on an integrated panel of 1 million U.S. Internet users who have given ComScore explicit permission to have their online behavior continuously measured and matched to DunnhumbyUSA’s in-store brand buying data. This integrated panel will provide a single-source, privacy-protected data mart that contains each panelist’s online activities and their in-store buying behavior.

    CPG brands interested in participating in this research should contact Mike Zeman, ComScore VP of CPG marketing solutions, at mzeman@comscore.com or (312) 775-6630; John LaRocca, DunnhumbyUSA VP, at john.larocca@us.dunnhumby.com or (513) 632-0613; or Mike Gorshe, Accenture senior executive, at michael.a.gorshe@accenture.com or (312) 693-5818.

    Deadline to participate is Jan. 31.

    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.

    The Food Marketing Institute (conducts programs in public affairs, food safety, research, education and industry relations on behalf of its 1,500 member companies — food retailers and wholesalers — in the United States and around the world.

    Accenture is a global management consulting, technology services and outsourcing company. ComScore Inc. is a global leader in measuring the digital world and preferred source of digital business analytics. DunnhumbyUSA is a joint venture of the Kroger Co. and London-based Dunnhumby.


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