Budgets are flowing into shopper marketing as never before. But marketers hoping to maximize the return on their investment must address two key point-of-purchase challenges: first, its unique set of dynamics as a communication channel, and second, the fact that its full power lies in the way it works with the preexisting associations and expectations that consumers bring to the store.
Putting the Shopper Back into Marketing
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...