It’s sometimes said that “it’s all just marketing.” Perhaps not so much anymore. Arguably, there’s marketing, and then there’s Shopper, which is better understood as a business than a marketing strategy. Shopper is much more about commercial innovation — that is, making improvements in the way consumers experience brands while shopping — than it is about marketing in a more traditional sense.
Category: CONFAB REPORT
CONFAB REPORT
CONFAB REPORT Why is “integration” so hard for Shopper?
It's a multi-faceted challenge everyone faces
The word “integration” connotes connections, and in Shopper Marketing, connectivity must manifest itself on multiple levels: within the Shopper Marketing organization itself; between Shopper and other departments across the organization at-large; between Shopper and its retail customers; between Shopper and outside, partner brands; and between Shopper programs implemented in-store, online and on digital devices.