While shopper marketing has gone by a few names since it became the “new and improved” package for consumer promotions, the moniker du jour is “Path to Purchase.” This recognizes the massive influence the digital channel has come to play in the shopper experience.
These days, 62% of shoppers engage in at least one digital activity for half of their shopping trips (Booz & Co, GMA 2011). And at the recent 2011 Shopper Marketing Expo, the seminars geared toward digital innovation were standing room only in many cases.
Successful shopper marketing has always been a somewhat complicated recipe, but when you add the ever-changing digital landscape, the tools needed to reach and influence shoppers have never been so numerous or so complex. (more…)
