Trends Report

Shopper Marketing Breaks Out Of The Store

Follow The Customer Life Cycle To Influence Pre-Store Purchase Decisions

September 21st, 2011
Tracy Stokes, null
Tracy Stokes
With contributors:
Sucharita Kodali , Cory Munchbach , Matthew Dernoga , David Cooperstein

Summary

Shopper marketing is expanding beyond the brick-and-mortar world as frugal and in-the-know consumers use technology to inform their purchases. This shift will create a proliferation of marketing options and organizational confusion as traditionally siloed brand marketing and shopper marketing teams navigate how to work together. Brand management leaders must align people, processes, and technologies into a new, more customer-obsessed center of excellence that embraces both brand and trade marketing capabilities to create a more consistent brand experience across the customer life cycle.

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