Shopper Marketing

The Supermarket Guru predicts that social shopping, healthy snacking and millennials will shape consumer trends in the New Year. Find out what other dramatic food changes will stem from ever-changing consumers and their relationships with merchants, brands and food.

It's no secret that consumer programs aimed at the digital shopper represent a huge opportunity for brands to engage consumers and improve marketing efficiencies. That's one reason why Kellogg Company recently enhanced its consumer loyalty program.

Mobile commerce will grow exponentially during the 2013 holiday season with consumers buying at home and in store via their phone. In fact, mobility will drive e-commerce sales gains of between 13 percent and 15 percent. Today's sales and marketing strategies, therefore, need to acknowledge the mobile device not as a "channel" but rather as gateway to multiple channels.

With the advent of personalized digital marketing, social and mobile engagement, and rich consumer insights, brands now have an unprecedented ability to engage directly with consumers, shifting the balance of power between manufacturers and retailers. This month, we asked Cassandra Moren, senior director, CG & Retail Solutions Industry Marketing, Oracle, to weigh in on this unstoppable trend.

"Larry the Quaker Guy" grows a mustache to raise awareness for men's health cause.

The Velocity service provides real-time visibility into retail performance, down to the retail store level by SKU and daily or weekly, for manufacturers running the SAP demand signal management software.

Alison Lewis, Coca-Cola's head marketer in North America, is heading to Johnson & Johnson as the first-ever global chief marketing officer of its consumer companies.

Reckitt Benckiser Group LLC (RB) analyzed sales before and after the placement of consumer generated video for eight of its brands on a major retailers e-commerce operation.