The Grocery Manufacturers Association said it has chosen Deloitte Consulting, LLP to conduct a study on the fast-growing shopper marketing strategy at retail.

"The 2008 Industry Review of Shopper Marketing Trends," a project of the GMA Sales Committee, is an extension of a 2007 GMA-Deloitte research initiative that probed the role of shopper marketing vs. mass marketing.

"Deloitte Consulting is an acknowledged leader in the shopper marketing field and brings a valuable mix of practitioner experience, industry knowledge, and marketplace data to the project," noted GMA director of sales and sales promotion Brian Lynch.

This next level of shopper marketing research will attempt to find answers to three main questions: How can companies measure the return on shopper marketing investment, and how does this ROI compare to other strategies in the overall marketing mix; what factors influence retailers in forming shopper marketing partnerships with manufacturers, and how important are these partnerships in general; and what organizational structures and operating models can best facilitate successful shopper marketing collaboration between manufacturers and retailers?

"The industry is rapidly moving forward with the implementation of shopper marketing strategies," said Lynch. "Competitive advantages will accrue to those that can deliver against the core elements of measurement, collaboration, and organization. This study aims to arm GMA members with fresh shopper marketing insights that will drive industry performance."

The report is scheduled for release in the fall, and the topic will be featured at the GMA Merchandising, Sales and Marketing Conference, slated for Sept. 21 through Sept. 23 at the Renaissance Vinoy Resort in St. Petersburg, Fla.