CMO Council: Location-based marketing support systems are lacking

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Palo Alto, Calif.—More than half (51%) of store managers and field marketing directors say location-based marketing profiling and fulfillment systems are rarely in place, according to a report from the Chief Marketing Officer Council. The study “Promotion Commotion” was based on an online survey of more than 100 retail store, branch office and dealer sales managers across different industries in North America conducted during the second quarter. It examined the use of marketing support systems such as predictive analytics, customer profiling and automated fulfillment systems in retail stores and field marketing offices to help deliver the right promotional and marketing support materials at the local level. According to the survey, the benefits of having more efficient location-based marketing support systems include having an accurate supply of promotional and merchandising materials on hand (30%); notifying store and field representatives when new marketing and promotional materials arrive (23%); and having localized and personalized materials to reach the target audience (19%).
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