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The Promotion Marketing Association (PMA) will unveil the results of its 2nd Annual Shopper Marketing Study May 6 at its Shopper Marketing Summit, which will be held at the Fairmont Hotel in Dallas. The study examines the relationship between the manufacturer and retailer, discusses what’s working and what needs improvement, and offers insights into strategies that can improve results. Rick Abens, director of marketing analytics at ConAgra and VP of research for PMA, will deliver the presentation.
While there have been improvements in the relationship since last year, the study showed that the manufacturer places more priority on the relationship with the retailer, while the retailer places more priority on the satisfaction of the shopper. This difference in objectives can lead to different metrics, which inhibit successful collaboration. The current poor economy is exacerbating some of these philosophical differences. The study also found that longer lead times, a more formalized planning process, post-program evaluations, and a process to cascade results down to both organizations will build an improved relationship and improved practice of shopper marketing between retailers and manufacturers.
“Our study reveals practical information that every marketer and retailer in this industry can use to improve results,” noted PMA president Bonnie Carlson. “The good news about this study is that both parties are making strides toward better shopper insights and increased profitability. With better communication, and more adaptability, there are some win-win opportunities for retailers and manufacturers and, of course, the shopper.”
The Shopper Marketing Study was conducted in March by the PMA, among 317 association members and readers of Nielsen publications Brandweek, Progressive Grocer and Convenience Store News.
Registration and a full conference agenda for the PMA Shopper Marketing Summit can be found at http://www.pmalink.org/shopper/default.asp?p=agenda.