Shopper marketing: Nudging shoppers

This article sets out the value of non-interruptive shopper initiatives - nudging - over interrupting shopper journeys, using a research example.

Shopper marketing: Nudging shoppers

Roy ArmaleGeometry

The seeding of non-interruptive shopper initiatives is more effective when shoppers are at the beginning of their shopping journey and are still figuring out their path rather than disrupting their path once it is taking place.

Working on shopper marketing pitches is a difficult balancing act at an ad agency. The first challenge is that there is so much data that it tends to bore the creative, but this can be overcome through proper insight generation from the data.

The second challenge, however, is more difficult to navigate: the need for direct sales...

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