White Paper
If your brand is not part of a shopper solution,
you’ve got a problem.
Retailers and brand marketers are suffering from a disconnect about the very meaning of the term, “Shopper Marketing.” Yes, we all agree that it’s about in-store and the “first moment of truth.” But many have yet to realize that it’s the retailer - not the brand marketer - who is in charge.
Too many brand marketers are making the mistake of adopting the definition of Shopper Marketing offered by Deloitte & Touche: “All marketing stimuli developed based on a deep understanding of shopper behavior designed to build brand equity,engage the shopper and lead him/her topurchase.” This is a flawed definition because...
