Shopper marketing can be broadly defined as brand marketing in a retail environment. With the proliferation of mass media, traditional consumer marketing has become more expensive and less effective. Transitioning marketing funds to affect decisions made at the shelf influences the shopper during the ‘moment of truth’ and has a dramatic impact on sales. It’s no wonder that shopper marketing continues to be one of the fastest growing segments in the advertising and promotions mix.
However, the digital revolution has turned the definition of a ‘shopper’ upside down. In the past, a consumer became a shopper the minute they walked through the door of a retail store. Those days are over.