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...