EAC Meets in Chicago
The In-Store Marketing Institute's Executive Advisory Council (EAC) met Nov. 13 at the Summit Executive Centre in downtown Chicago to evaluate and discuss current and future initiatives. The Council is made up of in-store marketing executives who donate their time and talents to help guide the Institute in planning upcoming events and programming.The meeting kicked off with a tour of the Lego Store on Michigan Avenue conducted by assistant manager Katy Gray. Gray discussed the unique challenges of being a retailer in downtown Chicago and answered the Council's questions regarding in-store media, promotions and displays.
The meeting continued back at the Summit Centre, where Bob Hilarides, managing director of Cannondale Associates, gave a presentation on his company's "PoweRanking Report 2007: Local Vigor." Over 350 manufacturers and retailers from all levels of retailer/wholesaler and manufacturer management responded to the survey, which indicated that retailers and manufacturers are most concerned with appealing to customer desires, connecting with their shoppers and addressing local needs.
Following Hilarides' presentation, Larry Hitchcock, principal in consumer business at Deloitte Consulting, and associates presented the firm's "Shopper Marketing Study," produced with GMA (Grocery Manufacturers Association). GMA approached Deloitte to help it better understand the emergence of shopper marketing and its impact on consumer products manufacturers and retailers. The study found that the industry has not yet settled on a standard definition of the term, which has made it difficult to execute successful shopper marketing programs. Still, Deloitte predicts that shopper marketing will grow dramatically in importance and scope over the next five years.
After the presentations, Institute business ensued. The discussion centered on potential speakers for April's In-Store Marketing Summit, an overview of the new StratConn program and thoughts on next year's Expo in Las Vegas. The Council offered important suggestions regarding this year's initiatives. Visit www.instoremarketer.org for more information on the Council and upcoming Institute events.
Published: November 2007
Source: In-Store Marketing Institute