The heart of Shopper marketing: Where does it come from and why is it here?
Fiercer competition, smarter consumers and sale orientated shoppers – these are key elements contributing to an increasing challenge. An over emphasis on “price” as part of the marketing mix has created a deal hungry consumer that has a negative impact on the retail industry. Extreme discounting has devalued countless brands. Conventional approaches like category management have failed to elevate sales. ([i]) A new approach is needed. How do we combat the slowing and potentia