by Emily Bryson York, Advertising Age
Posted: Wednesday, March 17, 2010 at 1:36PM EDT
CHICAGO (AdAge.com) -- Warning: After reading this story, you might feel like a lab rat the next time you are in a supermarket.
Cameras could be monitoring the time it takes to you browse the aisle and put that box of Mac 'N Cheese in your cart. The purchase itself might have been driven by one of Kraft's "mom cues" designed to tug your heartstrings in the store. Or your motivation may have been an idea from its iFood Assistant that you downloaded in the store. Researchers might later examine your purchase data and household information and pair it with economic models to determine that the store is only getting 10% of your package-dinner dollar -- and look for ways to build that up.
It's hard to pinpoint how much is spent on shopper marketing, but estimates range from $3 billion to as high as $18 billion. The Grocery Manufacturers Association said in 2007 that manufacturers would boost their shopper marketing dollars by 21% each year through 2010.
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Grocery Aisles At Cutting Edge Of Consumer Research
