1. From shopper insights to economic success indicators
( Susanne Czech-Winkelmann )

It is not without reason that up to 70 % of buying decisions for Fast Moving Consumer Goods (FMCG) are made inside the store. Manufacturers spend an increasing amount of money on that every year and recent trends show that advertising budgets for sales promotion, or so-called sales promotion activity, are continuing to rise. Presently, it is not possible to make a definite statement on whether spending on television, radio and cinema commercials and print advertising is shifting from the traditional so-called above-the-line budget to below-the-line, which includes all other communication activity, in particular sales promotion activity.

2. The effectiveness ofmarketing at retail Vision tracking marketresearch in Dutch supermarkets
( Bram Nauta )

A new measurement method contributes to developing a new business model that measures the impact of communication on the customer and puts it on the par with other media forms. For the first time, we get insight into what grabs the shopper’s attention and what motivates the shopper’s actions. The study also gives insight into various aspects like shopper behaviour, category management, presentation techniques and store layout. The findings, in short, deliver information that helps make tactical and strategic marketing at retail and adequate budget allocation decisions.