Report Date: April 2011 In 2011, consumer goods (CG) manufacturers continue to face an uncertain demand environment. To capture demand and drive increasing efficiencies from consumer-focused and trade-focused activities, it is imperative for CG companies to invest in consumer engagement, customer collaboration and innovation. Here, we present some vendors for marketing research, social commerce, shopper marketing and in-store execution. Vendors are incorporating new technologies into their applications to help manufacturers derive better consumer insights as consumers go through their decision-making processes without having to rely on information supplied by retailers. New technologies are making it easier to connect manufacturers with consumers while they are in stores using their mobile phones, thereby opening up new lines of communication that can help consumers make more-informed shopping decisions, and providing new insights for manufacturers to drive future promotions. Manufacturers are in a better position to generate insights that lead to an improved shopping experience for consumers with enhanced shopper marketing and business intelligence (BI) technologies, which make it easy for manufacturers to monitor in-store conditions holistically, visualize new shelf sets or quantify the impact of out-of-stock items.
Mentions: Nexium Customer Solutions, Market Force Information, InContext Solutions, CheckPoints, Bazaarvoice
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Topics: Market Research, Competitive Intelligence, Competitive Strategy, Market Intelligence