Does "shopper marketing" work?
This is the discipline of trying to apply last-minute influence to brand choice when the "consumer" has shifted into "shopper" mode (i.e. when they are actually in a retail environment).
The Money Show’s Bruce Whitfield interviewed Branding and Advertising Expert Andy Rice for his weekly advertising feature entitled “But Does It Work?”
Scroll down for quotes from the audio below.
We are different animals in front of the TV watching an ad than we are in the shop.— Andy Rice (branding and advertising expert )
There is a lot of science applied to shopper marketing.— Andy Rice (branding and advertising expert )
Technology has made shopper marketing a lot more sophisticated.— Andy Rice (branding and advertising expert )
Shopper marketing is deployed not only by the brand, but also by the store.— Andy Rice (branding and advertising expert )
This article first appeared on 702 : Does it work to advertise to consumers while they’re shopping?