Putting the Shopper Back into Marketing
Gordon Pincott
Shopper marketing is becoming an increasing focus for many of the world's major brands. A 2007 study conducted by Deloitte in the United States suggests that the portion of marketing budgets devoted to point-of-purchase activity doubled from 3 percent in 2004 to 6 percent in 2007, and is expected to reach 8 percent by 2010.
It's not hard to understand these increases in spending in light of the fact that reaching people using traditional means has become more difficult. Media audiences have fragmented among myriad channels, both digital and traditional, and people...