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To better understand the emergence of shopper marketing and its impact on consumer products manufacturers and retailers, the Grocery Manufacturers Association (GMA) Sales Committee engaged Deloitte Consulting LLP to research and identify:
• The industry definition of shopper marketing;
• The state of shopper marketing in the consumer products industry;
• Leading practices employed by retailers and manufacturers; and
• Go-to-market strategies for shopper marketing.
In-depth surveys and interviews with leading consumer products manufacturers, retailers and service providers were conducted from June through September 2007. In addition, this report draws upon publicly reported company data and other published materials.
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