Menasha Packaging, Path to Purchase Institute optimize POP investments in new report

NEENAH, Wis. — Menasha Packaging has collaborated with the Path to Purchase Institute on a new industry report that identifies leading-edge marketing practices that improve the effectiveness of shopper marketing investments.

 

“At Menasha, we help CPGs optimize shopper marketing ROI by better leveraging POP displays and other tactics,” stated Paul Murphy, Menasha Packaging senior director of retail sales and new business development. “Collaborating with the Path to Purchase Institute on this report is another way Menasha provides insights across the entire merchandising supply chain.”

 

Among the takeaways include opportunities for suppliers to help CPGs create synergies across shopper-focused promotions in order to close gaps in point-of-purchase effectiveness.

 

The report, titled “In-Store Marketing Effectiveness: Allocating Investments and Managing Insights for Improved Performance,” features findings from a survey conducted by P2PI and A.T. Kearney in August 2014 of more than 30 leading consumer-packaged goods companies.