Grocery manufacturers and retailers are building up their programs to reach shoppers  as they stroll store aisles. Nearly 29% of manufacturers and 60% of retailers now have specific employees and programs dedicated to this purpose and they intend to increase their spending in this area.

Shopper marketing programs represent just one component of connecting with consumers but it’s often the most effective. Check out the ROI (return on investment) comparisons when it comes to different marketing programs.

Manufacturers say their top ROI elements for connecting with consumers is as follows:

• In-store activities 75%
• Trade promotions/displays 55%
• TV ads 57%
• Interactive web 42%

Retailers say their top ROI elements for connecting with consumers is as follows:

• In-store activities 83%
• Print ads 50%
• Interactive/web 50%
• Radio 38%

Contact your grocery manufacturer and retail clients and discuss the importance of in-store programs such as coupons, video and other advertising that comprise the many parts of this growth market.

[Source: Delivering the Promise of Shopper Marketing, Grocery Manufacturers Association, 2008]