Trends Report

It's Time To Put Shoppers Back Into Shopper Marketing

Shopper Marketing Needs Close Ties To Brand Marketing To Attract Empowered Consumers

June 19th, 2013
CM
Cory Munchbach
With contributors:
Alexandra Hayes , David Cooperstein

Summary

CMOs have given renewed attention to shopper marketing efforts lately, as these marketers sit closest to the consumer while she is in buying mode. However, shopper marketing teams are more typically focused on contractual sales obligations with retail customers than on the impact they have on the path-to-purchase. Read this report to find out why CPG companies must link their shopper programs more closely with overall marketing strategy, improve the focus on measurement, and collaborate with retailers using consumer insights in new ways that benefit the manufacturer, the retailer, and, most of all, the shopper.

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