Store Analytics Playing Larger Role in Retailer Event Strategies

September 5, 2012 – Plano, TX – An increasing number of retailers and manufacturers are seeking event marketing companies that provide key insights and ROI-based analytics along with effective product sampling and demonstrations. In-store events are now carefully analyzed marketing opportunities that drive sales lift and provide great shopper experiences, according to Michael Stern, who leads NCiM (New Concepts in Marketing), a leading event marketing services provider to 50 grocery retailers throughout the United States.

“The business of sampling is no longer simply putting a person at a table and handing out samples,” Stern said. “Analytics, including store-specific targeting and segmentation, help retailers and manufacturers make important decisions about placing events in certain stores, or using a particular marketing concept to target certain demographics.” As a division of CROSSMARK, a leading sales and marketing services company in the consumer goods industry, NCiM has access to proprietary analytics with store-level data from the company’s Business Insights group using data from The Nielsen Company and other sources.

In addition, CROSSMARK’s sales and marketing teams provide other actionable insights that enhance NCiM’s programs for clients. NCiM continues to build on CROSSMARK’s robust events and shopper marketing capabilities, making CROSSMARK the largest in-store marketing services company in North America.

NCiM has gained several new accounts because of its ability to provide detailed store analytics as well as creative marketing strategies along with its management of in-store events. Store analytics was a key reason that A&P recently selected NCiM to manage and execute events in its more than 300 stores, including banners such as A&P, Food Basics and Food Emporium. A&P is one of the largest grocery retailers in the northeastern United States.

A&P executives say they chose NCiM because of the strength of its management team, its strong sales and analytics teams, and because it has a proven track record in building successful programs that drive sales.

“We believe NCiM brings experience and a strong support system that will help A&P create a best-in-class product demonstration program,” said Emily Force, A&P Marketing Manager.

Another retailer, Brookshire’s Grocery Company, also recently hired NCiM because of the resources it can offer. “We selected NCiM because we felt their overall program was comprehensive and contained a plan to best fit the needs of our Brookshire’s and Super 1 Foods stores,” said Rebecca Sanders, Vice President of Marketing for Brookshire’s.

In addition to providing event marketing expertise for retailers, NCiM also provides turnkey services as the event agency-of-record for several top CPG firms in the grocery channel.

NCiM was founded in 1986 and became a division of CROSSMARK ( early this year, making CROSSMARK the largest in-store marketing services company in North America. CROSSMARK, a leading sales and marketing services company, provides growth solutions with exceptional service to manufacturers and retailers. For more than 100 years, CROSSMARK has helped the most powerful brands in the world achieve their business objectives across a wide range of retail channels. Expertise encompasses the areas of Headquarter Sales, Retail Merchandising, Retailer Solutions, Event Marketing, In-Store Data Collection, Shopper Marketing, Retail Analytics, and Retail Technology Solutions. Headquartered in Plano, Texas, CROSSMARK employs more than 34,000 associates worldwide with 47 offices throughout the U.S., Canada, Mexico, Australia and New Zealand.

crossmark logo