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GMA Taps Booz & Company to Review Shopper Marketing Trends

WASHINGTON, D.C. – The Grocery Manufacturers Association (GMA) today announced the selection of Booz & Company to conduct an up-to-date review of shopper marketing trends. The review, sanctioned by the GMA Sales Committee, will examine shopper purchase behavior based on marketing trends, in-store marketing effectiveness and measurement models for evaluating marketing mix success.

“In these challenging economic times, it is particularly important for manufacturers to employ the most effective marketing strategies,” said GMA Sales Committee Vice Chair and Senior Vice President, Chief Customer Solutions Officer of Dial Corporation Tracy VanBibber. “A greater understanding of shopper purchasing behaviors will be invaluable to ensuring that manufacturers are utilizing the best marketing techniques for reaching their different customer bases.”

Booz & Company will engage in research to develop a 360-degree perspective on successful industry practices and key shopper marketing challenges. Through a unique partnership with SheSpeaks, a leading insights and advocacy network, Booz & Company will field a shopper survey to measure the impact of shopper marketing relative to out-of-store marketing influences on buyer behavior and brand equity perceptions. Booz & Company will also conduct an interview program with shopper marketing agencies, consumer product manufacturers, retailers, in-store media vendors, analytics vendors, and other players in the shopper marketing ecosystem to identify essential criteria for accurately measuring the effectiveness of shopper marketing programs. The review will recommend a roadmap for GMA and its member companies to help prioritize shopper marketing initiatives.

“GMA is pleased to continue advancing the industry’s shopper marketing acumen with our project partners Booz & Company and SheSpeaks,” said GMA Director of Sales Promotion Brian Lynch. “This study will deliver insights to help trading partners collaboratively influence purchase behavior and improve the in-store experience for the shopper.”

The review is slated for release in November of this year with the major findings scheduled for presentation at the GMA Merchandising, Sales and Marketing Conference, November 2-4, 2009 at the Arizona Biltmore, Phoenix, Arizona.