dunnhumbyUSA Contributes Shopper Marketing Expertise; Provides Insights on
Data-Driven Shopper Marketing Tactics
CINCINNATI–(Business Wire)–
Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale, the
first comprehensive book on the subject of shopper marketing, has been released
in the United States by Kogan Page Publishers. Edited by Markus Ståhlberg and
Ville Maila of Phenomena Group, a global shopper marketing agency, the book
incorporates insights from thirty-five internationally-recognized shopper
marketing experts, from marketing agencies and multi-nationals including
dunnhumbyUSA, Tesco, Nestlé, TNS, Millward Brown and Envirosell. Shopper
Marketing provides practical advice regarding shopper behavior and trends,
retail environments, shopper marketing strategy and case studies of successful
shopper marketing activities.
Shopper marketing, a fast-growing discipline, emphasizes the shopper before and
during the shopping experience. According to study by Deloitte from the Grocery
Manufacturers Association, CPG investment in shopper marketing is growing faster
than Internet advertising, doubling since 2004 and on track for an annual growth
rate of 21% by 2010. For perspective, Procter & Gamble, the world`s largest
consumer packaged goods company, invests $500 million on shopper marketing
annually, and the Coca-Cola Company is demonstrating and extending its industry
leadership through its sponsorship of the Retail Commission on Shopper Marketing
as well as applying “Shelf Savvy” marketing principles to accelerate shopper
marketing excellence across its global business.
“Shopper marketing offers great potential for retailers and manufacturers to
target and engage their most valuable shopper more completely and more
profitably,” says Matt Nitzberg, Executive Vice President of dunnhumbyUSA who
contributed the chapter on `Putting the Shopper in Your Shopper Marketing
Strategy`. “Shopper marketing is fundamentally shifting how companies are
thinking and acting toward their best shoppers. Effective programs – which are
based on an intimate, household-level understanding of shopper behavior and its
influences – offer superior opportunities to earn and grow shoppers` lifetime
loyalty. The range of articles in this book will allow both beginners and
experts to catch up with the latest thinking and best practices.”
“Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale is a
fantastic read – no matter who you are in the organization,” notes Darren
Marshall, Vice President, Global Customer & Shopper Marketing at The Coca-Cola
Company. “The range of articles will help beginners and experts catch up with
the latest thinking and best practices. I particularly liked Matt Nitzberg`s
chapter on Strategy. dunnhumby`s practical experience and global success
supplies compelling facts and figures to back up Matt`s arguments, inspiring our
company to make a significant investment to build capabilities in this area.”
Published in the UK in March by Kogan Page, Shopper Marketing: How to Increase
Purchase Decisions at the Point of Sale is now released in the U.S. and has
already been selected as on of the 30 outstanding business books of 2010 by
Soundview Executive Book Summaries. Shopper Marketing can be purchased at
bookstores both online and main street. Practitioners and students in the
marketing, sales and retail fields are encouraged to peruse the book. For more
information about the book, please visit www.koganpageusa.com.
About Kogan Page
Kogan Page has been a major presence in international business publishing since
1967 producing books ranging from technical business subject such as logistics,
risk analysis, marketing and finance, to books to help business leaders,
entrepreneurs, executives, managers and students develop their personal and
business skills. Kogan Page brings an international perspective to its
publishing with authors based throughout the world. Kogan Page has offices in
the USA, UK and India and distributors in Australia and the Far East. Most Kogan
Page books are also available as ebooks from ebook sellers.
About dunnhumbyUSA
dunnhumbyUSA combines proven natural abilities with big ideas to find clues and
patterns as to what customers are buying and why. dunnhumbyUSA turns insights
from over 200 million households worldwide into actionable strategies that
create dramatic growth and sustainable loyalty, ultimately improving brand value
and the customer experience.
dunnhumbyUSA is a joint venture of The Kroger Co. and London-based dunnhumby.
Employing more than 1,200 people in 26 offices in 16 countries in Europe, Asia
and the Americas, dunnhumby serves a prestigious list of companies including The
Kroger Co., Tesco, Coca-Cola, General Mills, Kimberly-Clark, Macy`s, Panera
Bread Company, PepsiCo, The Home Depot and Procter & Gamble. For more
information, visit www.dunnhumby.com.
For Kogan Page USA
Melissa Weiner, 505-920-4006
straydogmedia@gmail.com
or
For dunnhumbyUSA
Ann Keeling or Suzanne Blackburn, 513-381-3248
ann@cristofolikeeling.com
suzanne@cristofolikeeling.com
Copyright Business Wire 2010