First, Promo discusses a Deloitte/GMA study which projects that manufacturers will boost spending on shopper marketing at a compound annual growth rate of 21% through 2010, while retailers will increase budgets by 26% a year through 2010. Behind the growth is a combination of competition, a cluttered environment and the growing understanding of the importance of capturing the attention of huge numbers of people moving through grocery stores. Since 70% of purchasing decisions are made in-store (68% of them impulse-driven), retailers and manufacturers want to know where they can capture their customers.

The tactics include everything from shelf signs, in-store sampling, displays, loyalty programs, checkout coupons and direct mail. Any way to take advantage of consumers' shopping trips and to "keep customers in the store and keep them entertained and show them new opportunities.” Challenges include a lack of shopper marketing skills and experience (54%), a lack of funding (67%) and program execution (58%). The solutions - transforming the marketing and sales organization to address this issue on the budget, structure, and execution aspects.