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Grocery Manufacturers Association and Food Marketing Institute Support Study of Shopper Behavior on Brand Websites

GMA Press Contact

Roger Lowe

office: 202-295-3954

(WASHINGTON, DC) The Grocery Manufacturers Association (GMA) and the Food Marketing Institute (FMI) today announced their support for 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 (CPG) 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, senior vice president of industry relations, education and research at FMI.  “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.”

“The primary goal of CPG manufacturers is to serve consumers as efficiently and as effectively as possible,” noted Denny Belcastro, executive vice president of industry affairs and membership services. “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 one 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 Vice President of CPG Marketing Solutions at mzeman@comscore.com or at (312) 775-6630, or John LaRocca, dunnhumbyUSA Vice President, at john.larocca@us.dunnhumby.comor (513) 632-0613, or Mike Gorshe, senior executive, Accenture at michael.a.gorshe@accenture.comor (312) 693-5818.  The deadline to participate is January 31, 2011.

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About GMA

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.

Founded in 1908, GMA is an active, vocal advocate for its member companies and a trusted source of information about the industry and the products consumers rely on and enjoy every day.  The association and its member companies are committed to meeting the needs of consumers through product innovation, responsible business practices and effective public policy solutions developed through a genuine partnership with policymakers and other stakeholders.

In keeping with its founding principles, GMA helps its members produce safe products through a strong and ongoing commitment to scientific research, testing and evaluation and to providing consumers with the products, tools and information they need to achieve a healthy diet and an active lifestyle.  The food, beverage and consumer packaged goods industry in the United States generates sales of $2.1 trillion annually, employs 14 million workers and contributes $1 trillion in added value to the economy every year. For more information, visit www.gmaonline.org.

About FMI

Food Marketing Institute (FMI) 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. FMI’s U.S. members operate approximately 26,000 retail food stores and 14,000 pharmacies. Their combined annual sales volume of $680 billion represents three-quarters of all retail food store sales in the United States. FMI’s retail membership is composed of large multi-store chains, regional firms and independent supermarkets. Its international membership includes 200 companies from more than 50 countries. FMI’s associate members include the supplier partners of its retail and wholesale members.