Digital Shopper Marketing Trends in the US: Getting Personal in the Aisles - eMarketer
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Digital Shopper Marketing Trends in the US: Getting Personal in the Aisles

eMarketer Report

By: eMarketer

Published: June 09, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Traditionally, shopper marketing meant in-store displays intended to sway consumers on the spot. Manufacturers and retailers are still driving sales in the aisles, but now those endcaps (or packaging, or shelf labels) might contain sensors to entice, entertain and inform mobile shoppers. Smartphones aren’t just empowering users—they are also bringing them closer to brands.

  • Because of the ability to compare prices, search for coupons and conduct product research in-store, mobile shoppers are better informed than ever before, which is shifting the balance in the relationship between marketers and consumers. This is no longer a passing phase but instead the new normal.
  • Proximity marketing, regardless of the technology facilitating it, is at the core of most digital shopper marketing initiatives. Personalization and one-to-one mobile solutions are both priorities for marketers.
  • Mobile is creating the need for greater collaboration—both between traditional shopper marketing teams and digital departments competing for budgets, as well as among retailers, manufacturers and, increasingly, tech vendors in sharing data and decision-making.

"While experimental in-store technologies like beacons and “smart shelves” still have low adoption rates among US retailers, nearly two-thirds of retail executives use apps and digital rewards programs, showing that mobile is a priority."

Table of Contents

Digital Shopper Marketing Today

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Digital Technologies: Established and Emerging

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7 charts are included in the full report:

Digital Shopper Marketing Trends in the US: Getting Personal in the Aisles

In-Store Digital Technologies Used by US Retailers, Dec 2015 (% of respondents)

Digital Shopper Marketing Today

Significant Opportunities from Mcommerce Adoption According to US* Retailers, by Business Success, Feb 2016 (% of respondents)

Dismantling Silos

Marketing Spending by US Manufacturers, by Channel, 2012 & 2014 (% of total)

Why Mobile Matters

Digital Tools Used by US Restaurant Diners vs. Grocery Shoppers, Aug 2015 (% of respondents)

Smartphone Activities Conducted While Grocery Shopping Among US Grocery Buyers, by Demographic, April 2016 (% of respondents in each group)

Factors that Would Lead US Grocery Buyers to Use a Retailer's Smartphone App While Shopping, by Demographic, April 2016 (% of respondents in each group)

Digital Technologies: Established and Emerging

In-Store Digital Technologies Used by US Retailers, Dec 2015 (% of respondents)

Most Effective Methods for Engaging Customers According to US Retail Executives, Dec 2015 (% of respondents)