by Mars United Commerce | Feb 17, 2022 | Insights & Measurement, Marilyn
With retail media all the rage these days and CPG organizations debating the reallocation of national media dollars toward retailer-specific programs, the need to accurately evaluate performance across marketing tactics has become more critical than ever. CPGs have...
by Mars United Commerce | Feb 2, 2022 | Insights & Measurement, Marilyn, Retail Media
Historically, allocating shopper marketing budgets has been fairly simple: It’s based largely on the percentage of ACV (all commodities volume) generated by that retailer, but then can be influenced by the “squeaky wheels” in the organization — which leads to highly...
by Mars United Commerce | Jan 18, 2022 | Ecommerce, Insights & Measurement
For years, supermarket operators (and many CPG marketers) scoffed at the idea that shoppers would one day conduct full grocery trips online. Why? Because discerning shoppers would never buy fresh food without seeing and touching the products themselves — let someone...
by Mars United Commerce | Jan 6, 2022 | Ecommerce, Insights & Measurement, Marilyn
Remember those days not so long ago when we thought shoppers would never conduct grocery stock-up trips online? Ladies and gentlemen, “never” has arrived. That, however, doesn’t mean shoppers have forsaken all of their traditional habits. In fact, many of the ways in...
by Mars United Commerce | Dec 17, 2021 | Insights & Measurement
As consumers have shifted to online grocery shopping since the start of the pandemic, they haven’t necessarily stuck with the same retailers where they traditionally make their in-store trips — which, truth to be told, were often selected as much for location as any...
by Mars United Commerce | Dec 7, 2021 | Insights & Measurement, Marilyn, Retail Intelligence
The shift to online grocery shopping has sparked rapid growth across a new segment of on-demand retailers — Instacart, Gopuff, Uber Eats, Shipt and many others — that are providing home delivery in increasingly shorter time frames. But what is prompting shoppers to...
