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