Shopper marketing – the key to unlocking growth in a recession

As the credit crunch bites, shopper behaviour is changing rapidly, as are the strategies adopted by leading retailers.

Shopper marketing – the key to unlocking growth in a recession

Simon Moore and Marina FoxleeOxford Strategic Marketing

During these difficult economic times, the key is to ensure that consumers not only continue to want use your brand, but also to ensure that shoppers buy your brand in the first place. Fail at this 'first moment of truth' and you will not even reach the second moment of truth – consumption. Win at 'shopper marketing' and you just might unlock growth in a recession.

So, what is shopper marketing? We define it as 'the capability to drive...

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