An independent research report that interviewed 225 marketing leaders at multi-location retailers in the U.S. and Canada has highlighted a technology gap. It found that 97% of retailers want to use technology to manage in-store marketing, but only 14% use tools more comprehensively than email and spreadsheets.
The in-depth analysis report, conducted on behalf of Taylor Corporation and Colateral, Uncovering the Secrets of Successful In-Store Marketers, surfaces research conducted from interviews with 225 influential marketing leaders representing multi-store U.S. retail organisations in November 2022.
The report, published by Colateral, aims to highlight how successful in-store marketers adapt to recent economic and societal pressures, including the rising cost of living, the growth of e-commerce, and restrictions around 3rd party data, and provide a roadmap for professionals in similar roles can overcome the significant challenges facing them.
The report found that marketers need help adapting to recent changes in shopper behaviour, with 62% needing to distribute localised materials to every location daily. However, 76% of retailers highlighted that producing one round of materials takes a lot of time and effort.
Dorian Spackman, Colateral CEO, highlighted that “With physical retail still accounting for 80% of purchases, retailers must maintain control of their in-store marketing and promotions. This new research demonstrates that in-store marketing is at a point where it needs significant investment to keep up with the changing landscape.”
Additionally, the report found that less than 50% of retailers have a process to ensure proper installation of marketing materials at each location, and only 29% of retailers know how much of the marketing materials they produce are used versus not used.
Spackman continued, “Retail media networks are growing significantly, but retailers are already waking up to the significant opportunity of commercialising physical retail spaces similarly. However, this is almost impossible if retailers don’t have complete visibility of their spaces, including when they are occupied, by whom, and the performance of their campaigns.”
Technology is the solution favoured by most retailers, with 97% saying they would like to use technology to connect the shop floor to corporate headquarters. However, 86% said they rely on emails, spreadsheets, and docs to manage their in-store marketing materials.
In addition to the findings above, the report includes responses to 25 questions put to the surveyed audience and surfaces the following findings:
To learn more, you can Download the full report here.