Stimulating shoppers

Chuck Kapelke

That "consumers" can be any multitude of "shoppers" from one moment to the next is one of the many difficulties marketers are grappling with as they explore the emerging field of shopper marketing.

Stimulating Shoppers

Chuck Kapelke

Three shoppers walk intoa major retail pharmacy in a busy urban neighborhood. One methodically paces through the aisles, following a shopping list created by his wife. He buys $100 worth of goods, after often guessing at brands for products he was unfamiliar with. The second wanders in while walking his baby to sleep. With time to kill, he leisurely browses the discount buckets, eventually purchasing a few seasonal and hardware items on impulse. The third shopper is overtired and in a rush, and he grumbles throughout the trip about time-consuming delays and confusing shelf layouts....

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