retail news in context, analysis with attitude

BrandWeek delivers a paean to the benefits of in-store marketing, noting that while 21 million people watch an average episode of “Dancing With The Stars” and 35 million people watched the most recent finale of “American Idol” – enormous numbers in a fragmenting television universe – “those audiences pale when compared to the crowds that pack the aisles of the big-box retailers. Costco, Walgreens, Safeway and Kroger boast weekly shopper counts of 20 million, 30 million, 44 million and 68 million, respectively. Passing through the revolving doors of Wal-Mart locations across America each week are 150 million people.”

The conclusion: it is no wonder that “ shopper marketing (the in-store appeals that take the form of shelf talkers, end-aisle displays and the newest: in-store video networks) is getting more attention than ever from retailers, manufacturers and ad agencies alike. According to a study by the Grocery Manufacturers Assn. and Deloitte Consulting, the number of manufacturers and retailers that have significant shopper marketing organizations of more than 20 people has jumped from 29 percent in 2007 to 60 percent in 2008. The study also found that over the next three years, in-store marketing activity will grow at a higher rate than any other marketing tactic. A Booz & Co. survey of consumer packaged goods marketing executives found that 95 percent plan to either maintain or increase investments in retail store media.”

KC's View:
One would think that especially in a time of economic strife, high-return targeting tactics and strategies make a lot more sense than less specific efforts.