Close the purchase gap

This article argues that brand marketing and sales functions need to merge together in order to close the 'Anytime Anywhere Purchase Gap', and advises how to do this with activity in the four key stages of the purchase journey: discovery, planning, deciding, maximising.

Close the purchase gap

Owen McCabeKantar Retail

Brand marketing and sales functions need to merge to close the Anytime Anywhere Purchase Gap. Owen McCabe advises on how to do this with activity in the four key stages of the purchase journey.

The new creativity in shopper marketing

This article is part of a collection of articles on how shopper marketing is evolving. Read more.

In this post-digital age, the expectations of shoppers have fundamentally changed. But many brand owners and manufacturers have been slow to realise the extent to which the ground has shifted beneath their feet...

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