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Well, what we found, and we’re 100 year old company, and is the last five years that
we’ve become knowledgeable about the fact the trend is moving marketing dollars from
out of the store to in the store. And so the shopper marketing phenomenon. And so our response
to that has been to build solutions that help marketers have more visibility to what the
store conditions are and improve their presentation to the consumer at that first moment of truth.
So as we do that, we help retailers like Sam's Club and Wal-Mart to execute product demonstrations
in the store. And that helps manufacturers sell more products, it helps improve the member
and shopper experience. And everyone wins by creating a better outcome for them in the
store. We also help companies like Walgreens who are gonna spend 7 million man hours on
retail improvement of store conditions. And so we’ve seen a lot more money moving from
traditional media into in store media. There was a study done in February of this year
that for 100 top advertisers said that in 2008 they spent 58 percent of their marketing
budget on television. And 2009 they said they spent 41 percent. That’s a 17 point drop
or about 30 percent decline. That’s an amazing transformation and we want to be poised to
take advantage of that change. One of the big trends we’re seeing is that retailers
are taking control of their environment and they’re hiring some of the top marketers
in the country. They’re bringing people in from the consumer goods companies and they’re
making them their VPs and chief marketing officers, and because they’re much more
aware of being customer-centric and creating a better environment in the store, there’s
tremendous change going on. So we see that the retailer is now selling to the supplier,
to the marketer, what they want their environment to be. And so as opposed to the manufacturer
creating a national program, it’s become much more customized to the retailer. And
the retailer is designing the programming and asking the manufacturers to participate
in that. So we want to be an asset to the retailer to help them bring their vision to
life as opposed to only working for the supplier. So today over 30 percent of our revenue comes
directly from retailers, as we help bring those visions to life.