I never dreamed our retailer receptivity chart could be taken to the next level of analysis, which shows cost and lift per 1,000 shoppers as well as overall ROI.
The ROI for “highly relevant” programs is 18% higher on average. Relevance factors can include seasonal timing, themed programs, solutions-based promotions and charity tie-ins.
Should you “Go Big or Go Home?” Are you always better delivering a big, in-season event or are there times when smaller, more frequent programs make sense?
Shopper marketing returns on its investment better than trade on average, though performance is much more variable. While most trade promotions tend to be pretty average, shopper events can be very good or very poor from an ROI standpoint.
A brand’s top retailers help generate returns four times greater than the lowest performers. Brands that funded their best customers through small reallocations increased their returns 5% on average.
Shopper marketing programs with multiple touch points offer brands a 21% better ROI, Abens says, even though this “full path to purchase” approach costs more.
Foresight ROI's benchmark metrics are taken from thousands of events the agency has measured for leading CPG companies in all leading grocery and supercenter retailers. The source data measurement and models were standardized for benchmark comparisons.
Design events that fit the customer’s go-to-market strategy: Pre-store tactics work well for both high-low and everyday low price retailers, but pre-store is especially important for high-low chains.
“Some people might not like to hear this,” Abens says, “but shopper marketing programs that aren’t integrated with trade promotions typically don’t do as well.”
