CONFAB REPORT

Shopper’s Brand New Bag

Innovation, empathy & growth in the age of commerce

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.

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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.

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