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
Cory Munchbach, null
Cory Munchbach
With contributors:
Alexandra Hayes , David Cooperstein


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.