Consumer Marketing Programs Achieve a Fraction of Value Potential

ST. PETERSBURG, Fla. — Eight-six percent of retailers polled as part of a Deloitte Study released here yesterday ranked consumer marketing programs among the top four activities that deliver meaningful return on investment.

ST. PETERSBURG, Fla. — Eight-six percent of retailers polled as part of a Deloitte Study released here yesterday ranked consumer marketing programs among the top four activities that deliver meaningful return on investment. Likewise, close to three in four (73%) manufacturers ranked these programs among their top four. “Sixty-nine percent of companies said they’re now infusing shopper insights in their overall planning process, but almost 75% of the activity is ad hoc and reactive,” said Rob

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