Topco and Aptaris Release Study On Supermarket Advertising And Promotional Best Practices Advancing Omni-Channel Approach

Benchmarking study says nearly half of U.S. grocers are emphasizing customized content and adjusting depth of promotional discounts

Quincy, Massachusetts, UNITED STATES

TAMPA, Fla., Oct. 19, 2015 (GLOBE NEWSWIRE) -- Topco Associates LLC, the largest grocery retail cooperative in the U.S., and Aptaris, an enterprise marketing and promotions management innovator, announce results from a groundbreaking report, "Advertising and Promotional Practices Among U.S. Supermarket Retailers." The study contains responses from a benchmarking survey of 21 supermarkets representing more than 3,000 stores and $73 billion in annual retail sales. Results provide a detailed look at the successes from current practices in advertising and promotion and the future direction for supermarkets.

Included in the findings are:

  • Spending on advertising and promotional vehicles
  • Changes in media mix and digital communications strategies
  • Promotional execution and software solutions

"With consumers' increasing desire for timely, relevant communications on their terms, decisions about customized messages and optimizing omni-channel marketing are even more critical and urgent," said Tom O'Reilly, CEO of Aptaris. "Together with Topco, we're pleased to provide this study to support marketers in identifying best practices and developing communications strategies."

According to Greg Magrisi, Vice President, Sourcing for Topco, the study was conducted to respond to ongoing questions from Topco member-owners and Aptaris clients about enhancing promotions plans and advertising budgets. "The study results will help supermarket retailers tailor their current advertising or promotional strategy to maximize growth," stated Magrisi.

Marketers and retailers are invited to review insights from the Advertising and Promotional Practices report in two ways:

  1. By watching a pre-recorded webinar that can be accessed on-demand so they can view the report findings at their convenience.

    Visit to access the webinar 24/7
  2. By downloading the data-rich white paper, complete with charts and graphs detailing survey responses and best practices.

    Go to to download the white paper

To learn more about the report, contact or call 888.804.5008.

About Topco Associates LLC

Topco Associates LLC is a $14 billion, privately held company that provides aggregation, innovation and knowledge management solutions for its leading food industry member-owners and customers including grocery retailers, wholesalers and food service suppliers. Topco leverages the collective volume, knowledge and commitment of these companies to create a competitive advantage in the marketplace by reducing costs and offering winning business-building capabilities. Topco distributes more than 50,000 private-label items including frozen foods, grocery, health & beauty aids, fresh meat, dairy and bakery goods to retail locations throughout the US. For more information, please visit

About Aptaris

Aptaris connects the entire marketing and promotions management process for seamless omni-channel customer communications. Aptaris streamlines systems, processes, and data – from the moment of deal initiation through implementation to settlement and post-promotion analysis. Retailer merchandising, marketing, advertising, and store operations departments work better together to quickly identify opportunities, improve communications, get more from budgets and drive profitability. In a world of fewer resources and growing complexity, Aptaris helps marketers do more with less. Aptaris supports national retailers, distributors and consumer goods vendors.