Sample Composition:
| Type |
Percentage |
| Brand |
35% |
| Agency/Consulting |
34% |
| Other |
31% |
| Total Number of Responses |
129 |
How important is it for retailers and manufacturers to work together
to develop retail media as a medium for marketing their brands?
| Response |
Percentage |
| Extremely |
58% |
| Very |
30% |
| Somewhat |
11% |
| Not at All |
1% |
Which group is more aggressive in developing retail as media?
| Response |
Percentage |
| Retailers Much More |
29% |
| Retailers Slightly More |
20% |
| About the Same |
12% |
| Manufacturers Slightly More |
25% |
| Manufacturers Much More |
14% |
Have you sought to develop retail as media for your brand(s)
with a major retailer?
| Response |
Percentage |
| Yes |
67% |
| No |
33% |
Which of the following media types have you used at retail,
and how have you planned to do so?
|
National |
Regional |
Acount Specific |
Test |
None |
| ATMs |
8% |
5% |
5% |
3% |
78% |
| Coupons |
51% |
12% |
26% |
3% |
8% |
| Billboards |
13% |
28% |
21% |
6% |
33% |
| Displays |
52% |
16% |
27% |
4% |
1% |
| Floor graphics |
36% |
14% |
30% |
9% |
11% |
| In-Store TV |
11% |
4% |
36% |
9% |
40% |
| In-Store Radio |
14% |
10% |
28% |
13% |
35% |
| Concept shops |
12% |
7% |
19% |
21% |
41% |
| Other |
33% |
10% |
29% |
14% |
14% |
Versus traditional media buys like television, is using retail media...
| Response |
Percentage |
| Much more difficult |
35% |
| Somewhat more difficult |
45% |
| About the same |
10% |
| Somewhat more difficult |
7% |
| Much easier |
4% |
Why?
| Selected Verbatim Responses |
Costly to design, install, and then keep up to date and fully stocked. Retailers like the displays and mini-store-within-a-store concept, but don't invest in store personnel to work the sections to keep them productive. Mall retailers understand this much better, but it is a missing piece of the Food, Drug and Mass channels.
|
Execution is not consistent. Competitors/retailers can remove POS merchandising before program expiration and/or retailers may have store policies that prohibit certain types of retail media.
|
The transfer of information and the cooridnation between the different parties requires a great deal of time.
|
In-store programs tend to be very costly compared to other media. Return on investment is difficult to measure because of the many factors that impact retail sales.
|
Retailers going to "clean aisles" costs are usually not competitive/measurabl.e
|
Accountability is difficult at retail. All media dollars must be accountable via 3rd party audit. Otherwise, please use trade or promotion dollars. Specs are not uniform, so creative production is difficult.
|
Many pts of contact vs single pt of contact. Each pt of contact has own requirements.
|
If there were a way to bring both the manufacturers and the retailers to some mountain retreat where an agreement could be reached on a uniformed approach . . . i would kiss someone!
|
Lack of consistency among accounts is a major issue. Measurability is also an issue.
|
Although planning and implementing retail media is somewhat more difficult, the results exponentially outweigh the added effort; retail leverage is terrific and consumer reponse is very high, especially in high-impulse categories.
|
Execution is difficult. The perception is that results only affect incremental volume.
|
Effective programs require joint planning lead times and flawless execution
|
Why haven't you considered developing retail as media?
| Selected Verbatim Responses |
We have used slightly for some retailers. The cost is usually the largest drawback.
|
We're still focused on the basics of selling in the retail environment, namely merchandising execution.
|
We're a small company with niche products. Difficult to generate sufficient dollars to make retailers interested.
|
Sales force controls retail programs -- they're not used to thinking that way.
|
Because many purchasing decisions in our category are made before the consumer walks into the store, traditional branding methods such as TV, print, and radio are the most cost efficient methods to impact our consumer. Also, most in-store branding vehicles are too expensive to roll out on a national basis. Because price oriented promotions are a cost to compete in the category, brands cannot afford not to implement them. Because other branding vehicles are more efficient, we will not cut them either to pay for in-store branding. In-store branding is a reinforcement of traditional branding messages, thus it is a "nice to have" rather than a "must have."
|
SMALL BUDGETS
|
Purchase of our products is a more planned decision than an impulse decision.
|
Marketing investments are still concentrated in traditional advertising media.
|
I've programmed a few co-marketing type programs that touch on this concept, however, I don't believe the manf. & retailer planning cycles and communication strategies are aligned enough to do this in a fashion that doesn't appear to be contrived by the consumer. By that I mean cohesive communication vs. just slapping a retailer logo on a brand message or idea.
|
Too many other things to focus on.
|
Budget constraints...specialized medium for specific accounts vs. mainstream broader reach.
|
How much do store formats need to change to maximize the potential of retail media?
| Response |
Percentage |
| From The Ground Up |
13% |
| Major Remodeling |
32% |
| Minor Remodeling |
44% |
| Window Dressing |
5% |
| Not At All |
6% |
Which retailers are currently best at making retail work as media?
| Response |
Percentage |
| Ahold |
4% |
| Albertsons |
11% |
| Kroger |
10% |
| Safeway |
12% |
| CVS |
13% |
| Eckerd |
4% |
| Rite Aid |
3% |
| Walgreen |
6% |
| KMart |
12% |
| Target |
50% |
| Walmart |
33% |
| Other: |
12% |
Which manufacturers are currently best at making retail work as media, and why?
| Selected Verbatim Responses |
Procter & Gamble, due to cosnistent message and form.
|
Unilever and P&G understand the importance of media and have devoted resources over the years to develop a highly focused retail business model.
|
P&G, Coke, Pepsi, Frito Lay - DEEP POCKETS, large product offering, established relationships, and in some cases, DSD.
|
P&G--Their tie-in with Target and Tide
|
Grocery.They understand how to move product.
|
Impulse item manufacturers such as cookies, snacks, and sodas. Point of purchase decisions are the key variables in consumer purchasing and attracting attention to drive the impulse purchase.
|
Vidale Sassone Hair Care Products - Show you a live interactive commercial/informative video with music and narrative on custom hair styles and the correct cutomized product choice for hair type and style. I was impressed
|
Procter & Gamble - appear to working on new things collaboratively with Target MilkPEP - using the Milk Mustache campaing in-store with POS and promotions. Coca Cola - use of strong brand creative in PO.S
|
Prefer to work with 3rd party that offers these services across retailers. Tend to be easier to negotiate, execute and be accountable.
|
P&G - has the clout to get displays
|
CSD/Beverage manufacturers with large displays. Beer manufacturers as well with unique promotions and display builders
|
Beverage companies -- Coke and Pepsi
|
|
