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Supermarket Ads, Promos Advance Omni-Channel Approach: Study

A new study reveals that nearly half of U.S. grocers are emphasizing customized content and adjusting depth of promotional discounts, which advances their omni-channel efforts.  

The study, from Topco Associates and Aptaris, provides a detailed look at the successes from current practices in advertising and promotion and the future direction for supermarkets. It's based on responses from 21 supermarkets representing more than 3,000 stores and $73 billion in annual retail sales.

“With consumers’ increasing desire for timely, relevant communications on their terms, decisions about customized messages and optimizing omni-channel marketing are even more critical and urgent,” said Tom O’Reilly, CEO of Aptaris, an enterprise marketing and promotions management company.

The study was conducted to respond to ongoing questions from Topco member-owners and Aptaris clients about enhancing promotions plans and advertising budgets, according to Greg Magrisi, VP, sourcing for Topco, a grocery retail cooperative. “The study results will help supermarket retailers tailor their current advertising or promotional strategy to maximize growth,” he added.

Included in the research:

  • Spending on advertising and promotional vehicles
  • Changes in media mix and digital communications strategies
  • Promotional execution and software solutions

Marketers and retailers are invited to review insights from the Advertising and Promotional Practices report in two ways:

 1.   By watching a pre-recorded webinar that can be accessed on-demand so they can view the report findings at their convenience. 

 2.   By downloading the data-rich white paper, complete with charts and graphs detailing survey responses and best practices. 

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