Shopper Marketing Breaks Out Of The Store
Follow The Customer Life Cycle To Influence Pre-Store Purchase Decisions
September 21, 2011
Why Read This Report
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.
Already a Client?
Log in to read this document.
Become a Forrester Client
Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Table of Contents
- Digital Innovations Push Shopper Marketing Beyond The Store Walls
- Brand Marketing Must Seize The Reins Of Shopper Marketing
WHAT IT MEANS
- The Battle For The Customer's Heart And Wallet Heats Up
- Supplemental Material
- Related Research Documents