Shop­pers

Strate­gies at the re­tail level. Books: Richard Bran­son, prof­it­ing from junk

The Australian - The Deal - - Contents - STORY JOHN GUT­TERIDGE, CHIEF EX­EC­U­TIVE, JWT AUS­TRALIA AND NZ

THE AD­VER­TIS­ING WORLD

is fi­nally tak­ing shop­pers se­ri­ously. Mar­ket­ing to people in store is noth­ing new, but ad­ver­tis­ers are re­new­ing their fo­cus on en­gag­ing with cus­tomers who are ready to buy be­cause of the in­creas­ing pres­sure to re­main rel­e­vant. Many ad agencies have re­viewed their ca­pa­bil­i­ties and un­der­gone a sig­nif­i­cant trans­for­ma­tion over the past decade. This evo­lu­tion is set to speed up as the in­dus­try re­sponds to the rapidly chang­ing en­vi­ron­ment. Ob­sessed with re­lent­lessly in­no­vat­ing their busi­ness model, mar­keters and agencies need to ac­cept a con­stant state of pro­gres­sion or face ob­so­les­cence.

Un­til re­cently, the dis­ci­pline of shop­per mar­ket­ing was lit­tle more than a buzz­word. So why are we fi­nally tak­ing the shop­per se­ri­ously? And what are pro­gres­sive mar­keters and agencies do­ing to ex­e­cute this dis­ci­pline prop­erly?

Con­sumer loy­alty and brand dif­fer­en­ti­a­tion have been eroded by a lack of mar­ket­ing out­side of ag­gres­sive price dis­count­ing, and

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