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Trends2019
We present results and analysis of our annual survey of consumer goods marketing executives
Have you worked with the digital ad platforms for Amazon, Walmart, Kroger and/or Target?
If so, please rate them in the following areas.
Amazon Targeting effectiveness Measurement capabilities ROI Data sharing
Excellent 30% 20% 12% 4%
60% Good 40% 42% 40% 24%
YES
Average 24% 30% 32% 44%
40% Poor 6% 8% 16% 28%
NO
0 10 20 30 40 50 60 0 10 20 30 40 50 60 0 10 20 30 40 50 60 0 10 20 30 40 50 60
Walmart
Excellent 0% 11% 8% 11%
46% Good 34% 34% 29% 24%
YES
Average 53% 34% 50% 34%
54% 13% 21% 13% 32%
NO Poor
0 10 20 30 40 50 60 0 10 20 30 40 50 60 0 10 20 30 40 50 60 0 10 20 30 40 50 60
Kroger
Excellent 37% 11% 7% 22%
32%
YES Good 30% 48% 26% 30%
Average 33% 33% 56% 26%
68% Poor 0% 7% 11% 22%
NO
0 10 20 30 40 50 60 0 10 20 30 40 50 60 0 10 20 30 40 50 60 0 10 20 30 40 50 60
Target
Excellent 9% 9% 3% 6%
40% 42% 36% 15% 21%
YES Good
Average 39% 45% 61% 42%
60% Poor 9% 9% 21% 30%
NO
0 10 20 30 40 50 60 0 10 20 30 40 50 60 0 10 20 30 40 50 60 0 10 20 30 40 50 60
D
By Patrycja Malinowska
igital media plays an increasingly im- aging Amazon as a platform for your brand is so lent and 30% as good.
portant role in how consumers are much more than simply ‘winning’ on Amazon Turning the tables on consumer product man-
discovering products, and as retailers through sales on the platform. It’s about brand ufacturers, Cohen says it is CPGs that have a
are evolving their own content and building, shopping experience and expectation wider lens and need to be able to bring data that
advertising businesses, some brands management.” is complementary to the data set a retailer has.
are taking advantage of this “new shelf space.” On the data-sharing front, Cohen agrees with “CPGs today should already have a meaning-
In Shopper Marketing’s annual Trends sur- the 72% of respondents working with Amazon ful data program and roadmap, be it by invest-
vey, nearly two-thirds (60%) of respondents say who rated it as average or poor, though he un- ing in their own first-party data programs or
they are buying digital ads from Amazon, 46% derstands that Amazon needs to retain its hold leveraging a suite of third-party inputs,” he says.
from Walmart, 40% from Target, and 32% from on data to maintain a higher ground. “This will be the best way to drive a more mean-
Kroger and its relatively new platform. “Quite frankly, I’m surprised 24% of respon- ingful value exchange with their retailer part-
Those who aren’t spending with retailers may dents rated Amazon as good; sure they have ners, sharing influences and behaviors outside
be “missing the boat,” says Brian Cohen, chief more than most, but they don’t share it, nor does their experiences at a given retailer.”
operating officer at The Epsilon Agency. “It’s it make sense for them to do so,” Cohen says. In terms of targeting effectiveness, Walmart
surprising that there are so many who haven’t “That said, the data is why their ad platforms respondents gave the worst ratings (13% of re-
made retailer platforms a meaningful part of are so big; they can create and reach audiences spondents rated the retailer as poor and 53% as
their shopper or media programs given the ben- better than most.” average), and Kroger took the lead with 37% of
efits – shopper behaviors, enhanced relation- Responses from those working with Target respondents rating the retailer as excellent and
ships, better attribution. This is not just a shop- were similar to Amazon, with a data-sharing another 30% as good.
per marketing tool, it’s a media tool.” rating of average from 42%, poor from 30%, Walmart was also the straggler in terms of
Cohen makes his case particularly in terms good from 21% and excellent from 6%. measurement capabilities (21% of respondents
of Amazon: “More product searches start on Walmart was more polarizing, with a full 11% rated the retailer as poor and 34% as average),
Amazon versus any other platform on the web, of those working with the retailer indicating it is while Amazon led the pack with 20% rating the
Google included. Yet these numbers indicate excellent at data sharing, but another 32% rating retailer as excellent and 42% as good.
that the investment has yet to catch up. I’m sure the retailer as poor. Target fell to the back of the pack when it
many of these same brands have robust search Kroger came out on top with 22% of respon- came to ROI, with 21% of respondents rating the
budgets that have yet to include Amazon. Lever- dents rating the supermarket retailer as excel- retailer as poor and 61% as average.
JANUARY 2019 SHOPPER MARKETING TRENDS 2019 11
DIGITAL MEDIA/ADVERTISING
40
Complete this What percentage of your digital media activity
sentence: In the next 35% is dedicated to the following objectives?
year, my company’s
investment in the Brand awareness/consideration 40%
30
Walmart Media Group
25% Sales in physical retail stores 30%
(formerly WMX) ad
22%
platform will . . . ? Sales on retailer websites 18%
20
Other 2%
10
0 10 20 30 40
2%
0
Grow Stay the Shrink Be Don’t
same nonexistent know
BUDGETS/SHOPPER MARKETING
Thinking about all of the shopper marketing programs What are the top THREE benefits of shopper marketing
your organization works on, what percentage are . . . ? to your organization?
GENDER GAP
Q.
Women comprise half of entry-level
CPG/retail managers, but just 13% in
the c-suite. Why do you think that is?
TECHNOLOGY
Is your organization currently developing For which marketing vehicles is your organization currently
voice-enabled (conversational commerce) developing conversational commerce marketing tools?
marketing tools? 80
74%
70
44%
NO 60
22%
YES
50
33% 40
Don’t know
32%
30
26%
21%
20
16% 16% 16% 16%
11%
10
0%
0
Voice Social Brand Retailer Retailer On the On Brand Other Don’t know/
assistants media website website app primary product app not sure
(e.g., Alexa) networks shelf displays
22% 37%
YES YES
Is your organization Is your organization
currently developing 53% currently utilizing artificial
25% NO intelligence/machine learning?
augmented reality tools? 63%
Don’t know
NO
For which marketing vehicles are you currently In what ways is your organization utilizing
developing augmented reality tools? artificial intelligence/machine learning?
30 80
26% 26% 70 67%
25
21% 21% 21% 21% 60
20 50% 47%
16% 50
15 40 33%
30
10 17%
5% 5% 20
5 10
0 0
Brand Brand Retailer Retailer Social On the On product Other Don’t know/ Consumer insights Performance Media planning Direct consumer Other
website app website app media primary displays not sure analysis measurement engagement
networks shelf
JANUARY 2019 SHOPPER MARKETING TRENDS 2019 17
LOOKING AHEAD
Which of the following topics will be of MOST practical And which of these topics would be of LEAST practical
value to your organization in the coming year? value to your organization in the coming year?
Sustainability 4% Sustainability 2%
Transparency 1% Transparency 1%
Other 4% Other 1%
0 5 10 15 20 25 30 0 5 10 15 20 25 30
In your opinion, which tools will be standard elements of What actions, if any, is your organization taking to
a brand’s marketing strategy in the “store of the future”? address the need to intensify product innovation?
Increased existing
Interactive displays 77% internal activity 52%
In-store access to offline buying 69% Launched new internal
capabilities (innovation centers of 52%
excellence, idea labs, etc.)
Voice-based messaging 58%
Acquired emerging brands 40%
Augmented reality 57%
Launched our own incubator
Text-based messaging for emerging brands/products 36%
(SMS or other)
52%
Invested in third-party
Traditional product displays 51% incubators 7%
E-COMMERCE/SOCIAL MEDIA
Marketing 20%
Other 4%
0 10 20 30 40 50