The Definitive Shopper Marketing Guide

1. The Definitive Shopper Marketing Guide The Definitive Guide

2. 4 5 Shopper Marketing Tool Index Introduction: The Evolution of Shopper Marketing The Essence of Shopper Marketing What Shopper really is, what it isn’t, and who’s profiting The key differences between consumers and shoppers The incredible importance of shopper insights/analytics The Non-Linear Omni-Channel Shopper Journey Powerful statistics that make the business case Case Study: Scotch Tape The Nuts and Bolts of Shopper Marketing Processes and best practices Know your shopper(s) before you begin Channels, trends, seasonal events and tactics Common challenges in the Shopper Marketing world Watching your competition closely for insights Case Study: Allegra What you need to succeed Digital & Social Acumen Budget, Roles & Organization Partnershipwithalllevels(Retailer,Brand,andAgency) Essential Metrics you need to track Case Study: Alcon Eyecare 3 4 11 12 15 17 21 26 31 35 36 39 41 43 46 47 49 49 50 55 60 64 Exploring the Future of Shopper Marketing Neuromarketing and Behavioral Insights Tracking, Testing and Simulations Seamless Shopping Experiences Final Thoughts Acknowledgements Bibliography 66 67 69 71 72 75 77 78 1 2 3 Looking for a quick video overview? Check out the Shopper Marketing Video Infographic for a quick overview on the latest research. Shopper Marketing Action Plan & Toolkit THE DEFINITIVE GUIDE TO SHOPPER MARKETING Table of Contents 4 5 Shopper Marketing Tool Index Introduction: The Evolution of Shopper Marketing The Essence of Shopper Marketing What Shopper really is, what it isn’t, and who’s profiting The key differences between consumers and shoppers The incredible importance of shopper insights/analytics The Non-Linear Omni-Channel Shopper Journey Powerful statistics that make the business case Case Study: Scotch Tape The Nuts and Bolts of Shopper Marketing Processes and best practices Know your shopper(s) before you begin Channels, trends, seasonal events and tactics Common challenges in the Shopper Marketing world Watching your competition closely for insights Case Study: Allegra What you need to succeed Digital & Social Acumen Budget, Roles & Organization Partnershipwithalllevels(Retailer,Brand,andAgency) Essential Metrics you need to track Case Study: Alcon Eyecare 3 4 11 12 15 17 21 26 31 35 36 39 41 43 46 47 49 49 50 55 60 64 Exploring the Future of Shopper Marketing Neuromarketing and Behavioral Insights Tracking, Testing and Simulations Seamless Shopping Experiences Final Thoughts Acknowledgements Bibliography 66 67 69 71 72 75 77 78 1 2 3 Looking for a quick video overview? Check out the Shopper Marketing Video Infographic for a quick overview on the latest research. Shopper Marketing Action Plan & Toolkit THE DEFINITIVE GUIDE TO SHOPPER MARKETING Table of Contents

3. SHOPPER MARKETING COMPETITION TRACKING SHOPPER PARTNERSHIP PRIORTIZATION TOOL SHOPPER MARKETING PEER BENCHMARKS APP S H O P P E R M A R K E T I N G T L I N D E X LEARN THE DEFINITIVE GUIDE TO SHOPPER MARKETING SHOPPER MARKETING CAPABILITIES APP SHOPPER MARKETING PROFILE TEMPLATE SHOPPER MARKETING PROGRAM STRATEGIES SHOPPER MARKETING METRICS DASHBOARD SHOPPER MARKETING VENDORS MATRIX SHOPPER MARKETING MOBILE PRACTICES SHOPPER MARKETING MATURITY MODEL SHOPPER MARKETING PROFILE INTERVIEW SHOPPER MARKETING COUPON PRACTICES SHOPPER MARKETING VENDOR TOOL SHOPPER MARKETING STRATEGY WORKBOOK SHOPPER MARKETING ROLES FRAMEWORK SHOPPER MARKETING IMAGE INFOGRAPHIC SHOPPER MARKETING VIDEO INFOGRAPHIC SHOPPER MARKETING BUDGET TEMPLATE SHOPPER MARKETING JOURNEY TEMPLATE SHOPPER MARKETING CONTEST PRACTICES SHOPPER MARKETING SYSTEM RFP SHOPPER MARKETING PROJECT PLAN SHOPPER MARKETING BUSINESS CASE SHOPPER MARKETING INSIGHTS DATABASE SHOPPER MARKETING SIGNAGE PRACTICES SHOPPER MARKETING JOB DESCRIPTION ANALYZE PLAN EXECUTE MEASURETECHNOLOGY The following list is a toolkit that will be mentioned throughout each section and is available as an action plan at the end of this Guide. Get access to all of these resources and more by visiting the Shopper Marketing Solutions Set. RESEARCH TRAININGGUIDES PRACTICAL TOOLSPROCESS STAGES SHOPPER MARKETING COMPETITION TRACKING SHOPPER PARTNERSHIP PRIORTIZATION TOOL SHOPPER MARKETING PEER BENCHMARKS APP S H O P P E R M A R K E T I N G T L I N D E X LEARN THE DEFINITIVE GUIDE TO SHOPPER MARKETING SHOPPER MARKETING CAPABILITIES APP SHOPPER MARKETING PROFILE TEMPLATE SHOPPER MARKETING PROGRAM STRATEGIES SHOPPER MARKETING METRICS DASHBOARD SHOPPER MARKETING VENDORS MATRIX SHOPPER MARKETING MOBILE PRACTICES SHOPPER MARKETING MATURITY MODEL SHOPPER MARKETING PROFILE INTERVIEW SHOPPER MARKETING COUPON PRACTICES SHOPPER MARKETING VENDOR TOOL SHOPPER MARKETING STRATEGY WORKBOOK SHOPPER MARKETING ROLES FRAMEWORK SHOPPER MARKETING IMAGE INFOGRAPHIC SHOPPER MARKETING VIDEO INFOGRAPHIC SHOPPER MARKETING BUDGET TEMPLATE SHOPPER MARKETING JOURNEY TEMPLATE SHOPPER MARKETING CONTEST PRACTICES SHOPPER MARKETING SYSTEM RFP SHOPPER MARKETING PROJECT PLAN SHOPPER MARKETING BUSINESS CASE SHOPPER MARKETING INSIGHTS DATABASE SHOPPER MARKETING SIGNAGE PRACTICES SHOPPER MARKETING JOB DESCRIPTION ANALYZE PLAN EXECUTE MEASURETECHNOLOGY The following list is a toolkit that will be mentioned throughout each section and is available as an action plan at the end of this Guide. Get access to all of these resources and more by visiting the Shopper Marketing Solutions Set. RESEARCH TRAININGGUIDES PRACTICAL TOOLSPROCESS STAGES

4. THE DEFINITIVE GUIDE TO SHOPPER MARKETING Introduction The Evolution of Shopper Marketing THE DEFINITIVE GUIDE TO SHOPPER MARKETING Introduction The Evolution of Shopper Marketing

5. 5 It’s at the grocery store, in your email inbox, on your social media feed, it noti- fies you on your mobile phone, and if it was truly successful, it’s sitting deep inside your subconscious mind. We are inundated with offers, trials, and new products at every turn, from the more modern vehicles such as YouTube video ads, to traditional approaches like flyers in your home’s mailbox. What they all have in common is a hope that you will give up some of your most valuable commodity: time and attention. Sure, they want your money too, but it doesn’t start there. They are looking to become part of your plans, your thoughts, and ultimately your shopping list. They want you to take action, they want to inspire a need within you to purchase immedi- ately, and can we really blame them? The world has become one big shopping mall and everyone has something to sell, but everyone is also too distracted and too busy to hear these sales messages through the noise. Yet, we all rely on the incredible convenience of consumer products and services to live our modern lifestyles, helping us save time by providing solutions to our everyday prob- lems in life. In an age where we no longer grow our own food, and where we rely on sophisticated technology such as smart phones to communicate with each other, it’s very clear that we need Shopper Marketing and the prod- ucts and services it offers, as much as it needs us. There was a time when the world was different, when advertisements were only in the newspapers, and catalogs were the dominant form of product discovery. There wasn’t a Walmart with every item ready for immediate purchase, and the product selection was tiny. The manufacturers of consumer products had a monopoly of sorts. A monopoly in the market but also a monopoly of the market’s attention. Then again, once radio advertising hit the marketing world, things began to change. Radio shows were directly sponsored by companies, such as soap manufacturers, that openly promoted their products exclusively and attracted millions of consumers with free entertainment. In the age of the Internet, the influence of Shopper Marketing is everywhere you go. The Evolution of Shopper Marketing THE DEFINITIVE GUIDE TO SHOPPER MARKETING | INTRODUCTION But how did we get here? THE EVOLUTION OF SHOPPER MARKETING 5 It’s at the grocery store, in your email inbox, on your social media feed, it noti- fies you on your mobile phone, and if it was truly successful, it’s sitting deep inside your subconscious mind. We are inundated with offers, trials, and new products at every turn, from the more modern vehicles such as YouTube video ads, to traditional approaches like flyers in your home’s mailbox. What they all have in common is a hope that you will give up some of your most valuable commodity: time and attention. Sure, they want your money too, but it doesn’t start there. They are looking to become part of your plans, your thoughts, and ultimately your shopping list. They want you to take action, they want to inspire a need within you to purchase immedi- ately, and can we really blame them? The world has become one big shopping mall and everyone has something to sell, but everyone is also too distracted and too busy to hear these sales messages through the noise. Yet, we all rely on the incredible convenience of consumer products and services to live our modern lifestyles, helping us save time by providing solutions to our everyday prob- lems in life. In an age where we no longer grow our own food, and where we rely on sophisticated technology such as smart phones to communicate with each other, it’s very clear that we need Shopper Marketing and the prod- ucts and services it offers, as much as it needs us. There was a time when the world was different, when advertisements were only in the newspapers, and catalogs were the dominant form of product discovery. There wasn’t a Walmart with every item ready for immediate purchase, and the product selection was tiny. The manufacturers of consumer products had a monopoly of sorts. A monopoly in the market but also a monopoly of the market’s attention. Then again, once radio advertising hit the marketing world, things began to change. Radio shows were directly sponsored by companies, such as soap manufacturers, that openly promoted their products exclusively and attracted millions of consumers with free entertainment. In the age of the Internet, the influence of Shopper Marketing is everywhere you go. The Evolution of Shopper Marketing THE DEFINITIVE GUIDE TO SHOPPER MARKETING | INTRODUCTION But how did we get here? THE EVOLUTION OF SHOPPER MARKETING

6. 6THE DEFINITIVE GUIDE TO SHOPPER MARKETING | INTRODUCTION In fact, the ‘soap opera’ was such an invention that housewives would listen to these dramas during the day, and then became hooked in by the story lines while they cleaned the home and prepared dinner for their families. With only a few stations available, the advertisers really had a captive market. That said, people actually enjoyed hearing about products that could help them get results in their lives. As more technology began helping take the workload off of everyday life, from modern washing machines and blenders, to synthetic rubber tires and aerosol cans, society started to become ‘consumers’ of these products that made life ‘easier’. As time passed, and the television found its way into our homes, the radio shows became visual, and the advertisements went from jingles you heard, to logos, mascots and demonstrations you could actually see. People became both consumers of products but also consumers of tele- vision content. It became easier to influence people and inspire them on what their lifestyle could be like if they enhanced it with modern products and technology. In fact, in the early days of the consumer revolution, demand was so high retailers couldn’t keep the products on the shelves, and manufacturers had the upper-hand in supplying what the people wanted; they owned the most popular brands. As time passed, the number of television channels increased where brands could advertise and single shows would no longer have exclusives for a product. Instead, commercials began running in between shows, to allow multiple sponsors to share what they had to offer, and the majority of consumers were watching them daily. By the time cable television became unregulated in the 70’s, the number of channels became too diverse and the television ad models power began to evaporate. By the time the 80’s arrived, giant retailers such as Walmart and Tesco had strengthened their position in the market, and were no longer begging manufacturers to stock their shelves. The tables had turned, and now retailers had the upper hand. Not only did they have the ability to choose which brands they could fill their aisles with, but they also created generic private label products, built often by the same factories that built the brand name products. THE EVOLUTION OF SHOPPER MARKETING 6THE DEFINITIVE GUIDE TO SHOPPER MARKETING | INTRODUCTION In fact, the ‘soap opera’ was such an invention that housewives would listen to these dramas during the day, and then became hooked in by the story lines while they cleaned the home and prepared dinner for their families. With only a few stations available, the advertisers really had a captive market. That said, people actually enjoyed hearing about products that could help them get results in their lives. As more technology began helping take the workload off of everyday life, from modern washing machines and blenders, to synthetic rubber tires and aerosol cans, society started to become ‘consumers’ of these products that made life ‘easier’. As time passed, and the television found its way into our homes, the radio shows became visual, and the advertisements went from jingles you heard, to logos, mascots and demonstrations you could actually see. People became both consumers of products but also consumers of tele- vision content. It became easier to influence people and inspire them on what their lifestyle could be like if they enhanced it with modern products and technology. In fact, in the early days of the consumer revolution, demand was so high retailers couldn’t keep the products on the shelves, and manufacturers had the upper-hand in supplying what the people wanted; they owned the most popular brands. As time passed, the number of television channels increased where brands could advertise and single shows would no longer have exclusives for a product. Instead, commercials began running in between shows, to allow multiple sponsors to share what they had to offer, and the majority of consumers were watching them daily. By the time cable television became unregulated in the 70’s, the number of channels became too diverse and the television ad models power began to evaporate. By the time the 80’s arrived, giant retailers such as Walmart and Tesco had strengthened their position in the market, and were no longer begging manufacturers to stock their shelves. The tables had turned, and now retailers had the upper hand. Not only did they have the ability to choose which brands they could fill their aisles with, but they also created generic private label products, built often by the same factories that built the brand name products. THE EVOLUTION OF SHOPPER MARKETING

7. 7THE DEFINITIVE GUIDE TO SHOPPER MARKETING | INTRODUCTION The game was changing rapidly, and the margins for manufacturers were evaporating even faster. Retailers expected brands to advertise their prod- ucts on television, and with rising tv ad costs, manufacturers margins became even slimmer. What started for manufacturers as an easy win, became a game of cat and mouse, chasing for space within the stores they once took for granted. By the early 90’s ‘category management’ was a dominant force in driving in-store activity, which was a discipline focused on facts and powered by the data from retailers. During this time sales had a greater role, which may also contribute to the middle ground between marketing and sales that still exists today. Over time, brands realized that to have a fighting chance at getting their prod- ucts in the hands of consumers, they would need to start looking at things differently. They would need to coordinate promotions, along with retailers, to actively market their products together as a team with the common goal of providing value and making a profit in the process. They would need to try new ways of presenting their products, in different locations both in store and out to increase sales; which was something everyone could agree on. This level of coordination and proactive strategic orientation became the central force for success for both retailers and brands. In the end, they really did need each other. A retailer couldn’t focus their time or resources required on each individual category within its store on its own (such as ‘Beauty Care’). With the right negotiation and team effort, brands could take over this effort and in partnership with the retailer, help to grow the category while focusing on their individual brands. It was a win-win relationship, and this tradition continues to this day. In fact, this relationship is at the core of what we call Shopper Marketing. By the early 2000’s, brands discovered just how incredibly important and valuable all of the powerful insights they collected were that they derived from their analytical data on shopping. As these insights were utilized to build even more powerful targeted marketing, brands and retailers real- ized that working together to optimize their strategy around specific shop- pers, using these insights as the foundation, generated incredible results. With the arrival of the disruptive force we know as the internet and the mainstream acceptance of e-commerce, everything began to change. THE EVOLUTION OF SHOPPER MARKETING 7THE DEFINITIVE GUIDE TO SHOPPER MARKETING | INTRODUCTION The game was changing rapidly, and the margins for manufacturers were evaporating even faster. Retailers expected brands to advertise their prod- ucts on television, and with rising tv ad costs, manufacturers margins became even slimmer. What started for manufacturers as an easy win, became a game of cat and mouse, chasing for space within the stores they once took for granted. By the early 90’s ‘category management’ was a dominant force in driving in-store activity, which was a discipline focused on facts and powered by the data from retailers. During this time sales had a greater role, which may also contribute to the middle ground between marketing and sales that still exists today. Over time, brands realized that to have a fighting chance at getting their prod- ucts in the hands of consumers, they would need to start looking at things differently. They would need to coordinate promotions, along with retailers, to actively market their products together as a team with the common goal of providing value and making a profit in the process. They would need to try new ways of presenting their products, in different locations both in store and out to increase sales; which was something everyone could agree on. This level of coordination and proactive strategic orientation became the central force for success for both retailers and brands. In the end, they really did need each other. A retailer couldn’t focus their time or resources required on each individual category within its store on its own (such as ‘Beauty Care’). With the right negotiation and team effort, brands could take over this effort and in partnership with the retailer, help to grow the category while focusing on their individual brands. It was a win-win relationship, and this tradition continues to this day. In fact, this relationship is at the core of what we call Shopper Marketing. By the early 2000’s, brands discovered just how incredibly important and valuable all of the powerful insights they collected were that they derived from their analytical data on shopping. As these insights were utilized to build even more powerful targeted marketing, brands and retailers real- ized that working together to optimize their strategy around specific shop- pers, using these insights as the foundation, generated incredible results. With the arrival of the disruptive force we know as the internet and the mainstream acceptance of e-commerce, everything began to change. THE EVOLUTION OF SHOPPER MARKETING

8. THE DEFINITIVE GUIDE TO SHOPPER MARKETING | INTRODUCTION 8 Stores no longer had to rely exclusively on selling and promoting in-store, on tv, or with print ads. Not only did the options for buying change, but so did the behavior of the shoppers. They now had the ability to research and discover the best deals, share their opinions on products, and purchase from a distance thanks to increased capacity for worldwide shipping, in a way the old catalogs of the 1800’s would drool over. We now find ourselves in a modern world filled with incredible possibility. Never before has there been more ways to reach and influence shoppers to add a retailer or brand to their shopping list. Although the captive audi- ences of the past are now gone, we now have tools and insight collec- tion that help us understand how to rapidly optimize our approaches for increasing revenue growth in a way our ancestors could have only dreamed. From virtual reality stores used to test product placement strategies, to eye tracking technology used to gauge emotional engagement with a particular offer, the opportunities for marketers seem endless. Sarah Gleason is a senior executive at Gfk, and is a master at developing and institutionalizing actionable consumer and shopper marketing strategies. Gleason spent 18 years in brand management, new product development and strategy at General Mills and Kraft General Foods. She was recently honored as one of 100 ‘Women of Excellence’ in the Shopper Marketing field. RESEARCHER THE To achieve this we have partnered with some of the best industry experts, authors and speakers on Shopper Marketing, to include their valuable input, experience and insight. In this guide, you will discover a distilled best practice approach to Shopper Marketing that will superpower your strategy and lead you in the direction of success. THE EVOLUTION OF SHOPPER MARKETING THE DEFINITIVE GUIDE TO SHOPPER MARKETING | INTRODUCTION 8 Stores no longer had to rely exclusively on selling and promoting in-store, on tv, or with print ads. Not only did the options for buying change, but so did the behavior of the shoppers. They now had the ability to research and discover the best deals, share their opinions on products, and purchase from a distance thanks to increased capacity for worldwide shipping, in a way the old catalogs of the 1800’s would drool over. We now find ourselves in a modern world filled with incredible possibility. Never before has there been more ways to reach and influence shoppers to add a retailer or brand to their shopping list. Although the captive audi- ences of the past are now gone, we now have tools and insight collec- tion that help us understand how to rapidly optimize our approaches for increasing revenue growth in a way our ancestors could have only dreamed. From virtual reality stores used to test product placement strategies, to eye tracking technology used to gauge emotional engagement with a particular offer, the opportunities for marketers seem endless. Sarah Gleason is a senior executive at Gfk, and is a master at developing and institutionalizing actionable consumer and shopper marketing strategies. Gleason spent 18 years in brand management, new product development and strategy at General Mills and Kraft General Foods. She was recently honored as one of 100 ‘Women of Excellence’ in the Shopper Marketing field. RESEARCHER THE To achieve this we have partnered with some of the best industry experts, authors and speakers on Shopper Marketing, to include their valuable input, experience and insight. In this guide, you will discover a distilled best practice approach to Shopper Marketing that will superpower your strategy and lead you in the direction of success. THE EVOLUTION OF SHOPPER MARKETING

9. THE DEFINITIVE GUIDE TO SHOPPER MARKETING | INTRODUCTION 9 Daniel J. Flint is Professor and Director of the Shopper Marketing Forum in the Department of Marketing and Supply Chain Manage- ment at The University of Tennessee, Knoxville. He is co-author of the book “Shopper Marketing: Profiting from the Place Where Suppliers, Brand Manufacturers, and Retailers Connect”, and regularly presents at global conferences. Carl MacInnes is a senior executive responsible for global shopper marketing practice at Fonterra, the world’s largest dairy exporter, where he supports the building of billion dollar brands by the introducing of neuromarketing practices in key global markets, and as co-author of the book, “Shopper Marketing: Neuromar- keting Strategies to Win the Battle at the Shelf”. PROFESSOR MARKETER THE THE Rick Abens has been helping companies improve marketing productivity with practical analytics for over 25 years. Prior to founding Foresight ROI, the leading supplier of Shopper Marketing ROI measurement, he was Director of Global Marketing Analytics at ConAgra Foods, where he built the corporate marketing analytics function and measured return on marketing investment. THE ANALYTICS GURUS Cory Rosenfield is the co-founder of Qoints, which uses real live digital marketing data from campaigns of many of the world’s largest brands, and provides statistics to advertising agencies and brand marketers, helping executives set truly objective campaign benchmarks. A serial entrepreneur, Cory had his first exit at the age of 21 in the IT services space. THE THE EVOLUTION OF SHOPPER MARKETING THE DEFINITIVE GUIDE TO SHOPPER MARKETING | INTRODUCTION 9 Daniel J. Flint is Professor and Director of the Shopper Marketing Forum in the Department of Marketing and Supply Chain Manage- ment at The University of Tennessee, Knoxville. He is co-author of the book “Shopper Marketing: Profiting from the Place Where Suppliers, Brand Manufacturers, and Retailers Connect”, and regularly presents at global conferences. Carl MacInnes is a senior executive responsible for global shopper marketing practice at Fonterra, the world’s largest dairy exporter, where he supports the building of billion dollar brands by the introducing of neuromarketing practices in key global markets, and as co-author of the book, “Shopper Marketing: Neuromar- keting Strategies to Win the Battle at the Shelf”. PROFESSOR MARKETER THE THE Rick Abens has been helping companies improve marketing productivity with practical analytics for over 25 years. Prior to founding Foresight ROI, the leading supplier of Shopper Marketing ROI measurement, he was Director of Global Marketing Analytics at ConAgra Foods, where he built the corporate marketing analytics function and measured return on marketing investment. THE ANALYTICS GURUS Cory Rosenfield is the co-founder of Qoints, which uses real live digital marketing data from campaigns of many of the world’s largest brands, and provides statistics to advertising agencies and brand marketers, helping executives set truly objective campaign benchmarks. A serial entrepreneur, Cory had his first exit at the age of 21 in the IT services space. THE THE EVOLUTION OF SHOPPER MARKETING

10. . THE DEFINITIVE GUIDE TO SHOPPER MARKETING | INTRODUCTION 10 April Carlisle, Senior Vice President, Global Shopper Marketing, is Retail Strategy leader for the Shopper Marketing practice for various clients within the agency, Leo Burnett/Arc Worldwide, including Procter & Gamble, Coca-Cola, 3M, Kellogg’s, and Kraft, as well as new business initiatives and global training. April has been named “Who’s Who in Shopper Marketing” four years in a row. Elizabeth Harris is the EVP Strategy Director at Leo Burnett/Arc Worldwide, working across their brand and shopper marketing groups. She has 25 years of experience in developing insight- based marketing and advertising programs for clients such as Procter & Gamble, Walgreens, Kraft, and Sears. Elizabeth was also named “Who’s Who in Shopper Marketing” for the past four years. Tammy Brumfield is Senior Vice President of Retail Marketing Practice at The Mars Agency. An accomplished Shopper Marketing Executive with extensive experience providing leader- ship in the Consumer Packaged Goods industry, Tammy has led and developed high-impact Shopper Marketing organizations for the world’s most visible brands. AGENCY REPS THE Toby Desforges is an author, consultant, speaker and business leader with over 25 years’ experience working with leading consumer goods businesses including Mars, PepsiCo, Sony, Unilever, Danone, Fonterra and Kao. As the co-author of “The Shopper Marketing Revolution”, he is a globally recognised expert in Shopper Marketing and Customer Development. CONSULTANTS Christopher Brace founded Syntegrate Consulting with a 360-degree view of the challenges marketers face. He has held management positions in Brand Management, Adver- tising, Shopper Marketing, and Promotions on both the client and agency sides of the business, providing him a truly inte- grated foundation. THE THE EVOLUTION OF SHOPPER MARKETING

11. . THE DEFINITIVE GUIDE TO SHOPPER MARKETING | INTRODUCTIONSales Tools Integration 91 © 2017 Demand Metric Research Corporation. All Rights Reserved. www.demandmetric.com Follow us on Twitter Like us on Facebook Join Linkedin Group Google Plus