A study by ECR Ireland has found that one fifth (21%) of Irish FMCG companies don't employ a full-time shopper marketer, while 75% have only 'one or two' category managers.
The findings were taken from the ECR Europe Category Management & Shopper Marketing Benchmark Survey, which will be among the feature presentations at today's ECR Ireland Category Management & Shopper Marketing Conference, at the Clyde Court Hotel in Dublin.
The study also found that only 10% of respondents said that category management is 'optimized' in their company, while only 7% say shopper marketing is.
It found that 70% of category management/shopper marketing projects don't measure either 'shopper satisfaction' or 'ease of shop' as a benchmark, while 'return on investment' is measured in less than half (47%) of category management projects and a third (35%) of shopper marketing projects.
The annual ECR Ireland Category Management & Shopper Marketing Conference will play host to the 5th annual ECR CatMan & Shopper Marketing Awards, with candidates including Red Bull, BWG Foods, Mars Ireland and Unilever vying for the prize.
In addition, the event will play host to the first ECR Digital Award, which will showcase how Irish retailers and suppliers have successfully influenced consumers or shoppers through digital means.
The event is held in association with Talysis, and Checkout is the media partner for the event.
© 2014 - Checkout Magazine by Stephen Wynne-Jones
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