The future of shopper marketing: 10 steps to shopper centricity

Becoming shopper-centric is a mindset, not just a realignment of budgets or a department name change: this article explains 10 key areas where brands can become more shopper-centric.

The future of shopper marketing: 10 steps to shopper centricity

Kirstie Hawkes and Richard TolleyKantar Retail

Becoming shopper-centric is a mindset, not just the realignment of budgets or the rebadging of sales promotion or customer marketing departments.

Shopper Marketing has been on the rise for the past few years, with leading FMCG companies increasing their marketing spend at the 'first moment of truth' to try and influence the sale; to influence the 70% of decisions that are said to be made there.

There is now a plethora of people focusing on the shopper, with whole departments set up and...

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