Why the shopper?

• Three touch points
• Shoppers help you
• Put the shopper at the heart of your business
• Where are you on the shopper journey?

Why the shopper?

Today's consumer faces unprecedented media fragmentation, which means that there is no longer a single medium for marketing messages. There's widespread recognition that many choices are made or influenced in-store and that shoppers constitute an audience.

Retail fragmentation has resulted in diverse channels and formats. Shopper behaviour is also changing as busy shoppers plan less and use more outlets.

Brand communication has traditionally focused on advertising, with in-store marketing seen as the poor relation. But in this fragmented world, in-store activity is crucial for success and brands need to be built through the line. The store has become the new battleground.