Shopper marketing: Creative integration

Manita Khuller

Brands invest millions to create awareness and 'desire', but often at the point of purchase, the consumer does not buy.

Shopper marketing: Creative integration

Manita Khuller OgilvyAction AsiaPacific

Is successful shopper marketing an art or the product of rational, analytical thinking? Art is defined as the process of deliberately arranging items, often with symbolic significance, in a way that influences and affects one or more of the senses, emotions and intellect. Is this what we seek to create in shopper marketing – to engage consumers and shoppers in-store to drive purchases?

Today, so much is written about shopper research methodologies, psychologies and metrics, implying the science that resides behind successful shopper marketing. But all the science in the world...

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