How Elizabeth Arden generates shopper insights
Stephen WhitesideWarc
Becoming customer-centric is a vital aim for any company reacting to the rise of mobile, social media and ecommerce. Shopper marketing, which was once essentially a blank canvas letting brands and retailers target a captive audience in bricks and mortar stores, is similarly now more demand-driven than ever before.
"We're no longer thinking about what we want to do, or what we can do," Misty Duffy, director of shopper insights at beauty group Elizabeth Arden, told delegates at The Shopper Marketing Expo. "You might be limited to certain things. And you...