Shopping: Not About Product or Place, but Interaction
Marketers want people to get closer to their brands, but retailers have always owned the direct relationship with shoppers. Retailers diligently research shopper needs, motivations, and behaviors to find ways to improve the experiences of people visiting their stores, but they do this more for their own benefit than for any individual brand (save their own private labels).
For brand marketers, influencing a retailer is not an easy thing to do. It feels like inviting yourself to someone else’s party. So, as it becomes more and more difficult to get...