1. Point of purchase marketing at retail – Less shopper confusion, more shopper convenience
( Hendrik Schröder )

Every day we are exposed to a flood of information and stimuli, at home, at work, while shopping, in our free time and on our way from and to the places we live, work, shop and enjoy ourselves. The number of stimuli has jumped for various reasons. First of all, there is a large number of new techniques that promote information and communication. Put bluntly, if we allow it, we are involved in an information and communication process at any time, and in any place, whether by print media, private conversations or electronic media.

2. The ‘contest for value‘ - how shoppers in Europe are making their buying decisions
( Louise Spillard )

Before the recent credit-crunch, shoppers were considered to be ‘cash rich and time poor‘ and industry had developed strategies, ranges and communications designed to meet these needs. However, as the global crunch filtered down to shoppers‘ budgets, consumer behaviour quickly changed, and shoppers began trading time back for cash.

3. Solving for shoppers
( Jon Kramer )

Most of the marketing world, I fear, views retail promotion as a tactic. A place where a disparate assortment of displays and other merchandising is sent - along with hopes and wishes for a short-term sales lift. The recent study of display visibility reported by Goliath Solutions in a major drugstore chain highlighted several issues, all of which are all too familiar:

• 25 percent of displays had less than five-percent impact on sales
• Many displays are poorly targeted
• Missed opportunities of building market basket and “retailer brand” by not offering category/cross category solutions

One of the greatest missed opportunities became clear in this additional point: 50 percent of all shoppers who come into the store to fill a prescription do not buy anything else.