Shopper marketing – the key to unlocking growth in a recession
Simon Moore and Marina FoxleeOxford Strategic Marketing
During these difficult economic times, the key is to ensure that consumers not only continue to want use your brand, but also to ensure that shoppers buy your brand in the first place. Fail at this 'first moment of truth' and you will not even reach the second moment of truth – consumption. Win at 'shopper marketing' and you just might unlock growth in a recession.
So, what is shopper marketing? We define it as 'the capability to drive...