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READ GROCERY STORIES.com, an off-beat blog about sightings and happenstance in the world of grocery shopping, plus entertaining grocery videos, our Grocery Trivia Quiz and more. Recent stories include  Which Brands Do Men and Women Trust the Most?, It's National Family Meals Month, and Sizing Up Supercenters. CLICK HERE to visit the site.
New Directions in Shopper Technology is the second book from the Shopper Technology Institute. Building upon the foundations of 2013's Essentials of Shopper Technology, the book is divided into five sections: Shoppers, Loyalty, Engagement, Analytics and Digital and contains 19 essays on how mobile marketing, social media, sophisticated analytics, Big Data and the like are continuing to evolve.

Click on the cover at left to see samples and ordering information for the paperback and Kindle editions.
Three Requirements for
Foolproof Scenario Planning

By Joel Cartwright

Scenario planning is a critical component of the annual planning process. With consumer goods manufacturers continually focused on margins and profitability, having a solid annual planning process to leverage historical sales benchmark data that creates a trade promotion plan for the coming year is critical. The plan would be signed, sealed, and delivered if it were not for all the variables that affect their daily business lives which in turn throw curve balls at annual planning efforts....
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Understand Technical
Framework of Social Media
To Gain Customer Insight

By Duane Lyons

Leveraging both internal and external data is important to understand your consumer better and create insights that impact the bottom-line. After all, most CPG and retail companies understand the benefits of having greater insight into their customers’ behavior and interactions on social media. So, the real question is what’s standing in their way?

To support social-media analytics initiatives, most firms will need to modify their technical environments...
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Search: Trigger for a Shopper’s
Online Moment of Truth

By Supriya Chaudhury

Much has been written about the need to optimize the shopper’s first Moment of Truth – the interaction between a shopper and a brand at a store shelf. However, today a consumer has had multiple interactions with the brand before stepping into a store. Most of these interactions are online and driven by Search. These moments of learning about a brand are what we’re calling the Online Moment of Truth (O-MOT).

The O-MOT occurs at the instant when a consumer views brand information most often on a brand’s product page online on a retailer’s website, or on a brand website. Influencing and moving potential consumers using search techniques to drive online brand interactions results in driving interest, building brand awareness and consideration, and ultimately sales success online and in store.

The O-MOT is where a brands’ online presence and impact can effectively influence shopper behavior and decision making....
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