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:

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

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 [email protected] or call 888.804.5008.