The retail environment remains challenging and TKM Consultant’s 2017 POS survey, sponsored by Creo, part of DS Smith, aims to better understand how marketers responsible for POS, are adapting to the changing market landscape and their consumers’ needs.
Having surveyed 210 brand, marketing and retail executives from a cross-section of industries, including automotive, cosmetics, FMCG, food and drink and pet food, the report reveals that 82% of marketers are failing to measure marketing return on investment (ROI) in an effective way, with access to data being cited as the stand-out barrier to measuring ROI, followed by time pressures and the complexity of campaigns.
Three quarters of marketers also indicated that between half and all their campaigns are now driven by in-store shopper marketing strategies as more brands and retailers seek to directly impact shopper behaviour at the point of purchase, yet 44% of marketers failed to measure spend against a shopper’s path to purchase.
To access all the rich insights, download the executive summary of the report at www.creo-pos.com.
The report helps us understand marketers’ opinions on how well they are:
- executing campaigns across territories
- building shopper insight and strategy into their campaigns
- measuring ROI
- using technology to help manage campaigns
Further information can also be seen on the retail times website at: http://www.retailtimes.co.uk/point-sale-influential-tv-radio-press-advertising-new-report-finds/
If you’d like to generate unique insight to both feed your inbound marketing and demand generation programs, please get in touch at hello@tkm-consultants.com