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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