Saturday, October 20, 2012

Why Shopper Marketing is A Good Idea for Retail Brands.

Changes in consumers/shoppers and the retail landscape make it an opportune time for retail branding efforts to take advantage of a shopper marketing approach. 

With more choices than ever, shoppers are becoming more discriminating, taking advantage of new shopping occasions, and  shopper journeys are how consumers experience brands and how brands are coming to be defined.  


The retail landscape witnessed changes in 2011—e.g., Interbrand’s Best Retail Brands look at the future of retail brands, Carrefour Planet’s bold experiment to revitalize the hypermart, the success of the discounters, experiments with smaller format stores (Walmart, Ahold, Best Buy), and the changes India made to its Foreign Direct Investment— all underscore the importance of a shopper centric approach to retail branding.

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