Insights

For Shoppers and Retailers, the Future is Now
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For Shoppers and Retailers, the Future is Now

Todd Hale, Senior Vice President, Shopper & Consumer Insights, The Nielsen Company

Our consumer packaged goods (CPG) world is one where technology is rapidly evolving and transforming how consumers receive, seek and use information to impact buying and shopping decisions. This makes our jobs exciting and challenging at the same time as it is harder than ever to manage the ever-changing technology landscape and almost impossible to control.

Consumers are time-starved and diverse. Case in point: The number of TV channels in the U.S. has more than tripled since 1990, giving consumers a wide variety of channel choices. The majority of all ages and income groups are connected to the Internet. Retailers have relied on newspapers – a medium declining in its present form — to deliver a major portion of their advertising. These are just some of the examples in our world today that make it harder for advertisers to reach target consumers or push us to look for alternative forms of communication vehicles.

Your future success as a retailer or manufacturer requires new approaches. With rapid adoption of new technology (iPhone anyone?) consumers have clearly demonstrated a great willingness to engage in multiple media vehicles. Your survival may require sweeping changes in how and what you communicate to your brand buyers and retail shoppers.

I hope you can join me in this morning’s General Session at Consumer 360 as we explore this brave new world . . .one in which technology is making it easier for consumers to talk to retailers and manufacturers. . . any time and in real time. We’ll explore what manufacturers and retailers like Kroger, BJ’s, Safeway, Food Lion, Stop & Shop, Walgreens and Ukrop’s are doing now with new communication approaches and technology to engage their customers. I’ll also share my predictions on how CPG media and communications will change.

If you aren’t able to join us in Orlando today, please visit Consumer 360 again on Friday to view the on-demand session video.