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As consumers spend more time online—frequently researching, discussing and even directly
purchasing consumer goods ranging from household and personal-care items to apparel and consumer
electronics—efforts by marketers to reach these consumers when and where they shop have lagged. In
an Economist Intelligence Unit global survey of business professionals from CG companies, respondents
cited three traditional marketing activities—in-store marketing (73%), co-marketing with retail partners
(61%) and print/television ads (60%)—as most important for consumer engagement.
Marketers appear ready to pick up the digital pace, however. Seventy-three percent of respondents
say social media will be an important part of consumer engagement over the...
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The Widespread Use of Odd Pricing in the Retail Sector
