Draftfcb's Lucas: Shopper Marketing Is More Than Just Shelf Talkers

We invite you to check out a great interview that Jim Lucas did with Brandweek in which he discusses shopper marketing and how retailers must utilize it as more than just placing items on a shelf.

Lucas discusses that shopper marketing has become so popular now with retailers across the global looking to maximize their customers experience while improving their own revenue.

Check out Jim Lucas' thoughts and let us know that you think.


From Brandweek, Over the course of his career, Jim Lucas has worked with Frito-Lay, Kellogg, Kroger, Procter & Gamble and others and has watched shopper marketing evolve. Now evp/director of Draftfcb’s shopper marketing division, Lucas sees the industry at a crucial point and compares shopper marketing to digital because it is a vortex of change as more packaged goods companies realize the importance of in-store marketing and retailers become aware of their power. Lucas spoke with Brandweek editor Todd Wasserman about the changing nature of shopper marketing.

Draftfcb's Lucas: Shopper Marketing Is More Than Just Shelf Talkers

Off-Pricers are in High Demand

More consumers are heading over to off-pricers for discounted prices these days. This recent article on RetailWire.com highlights how off-pricers like T.J. Maxx and Ross Stores are in high demand.

Not only though are people going to these stores but premium brands are beginning to dump a lot of their goods into these stores in order to get rid of inventory. Brian Tunick, an analyst at JP Morgan mentions, "You can clearly argue that the mid-tier department stores have no pricing integrity. Nothing goes out the door at full price, and that plays right into what the off-pricers do."

Kraft focusing on value proposition

Kraft is turning its focus to the tight shoppers of the economy. By changing their marketing strategy and making their products more widely available to they're customers, they're hoping to seen a continuing increase in the sales of their products. It's positioning its products as affordable and focusing their marketing efforts to emphasize their value. They've also expanded to sell their products at warehouses and dollar stores, who have seen an increase in sales during the current economic recession.

Source: Chicago Sun-Times