Shopper Marketing - September 2017 - 185
of shopper marketing as we know it
YOU BETTER BELIEVE IT.
Shopping is no longer a deliberate, compartmentalized, discrete
act. Today it's something much different. It's spontaneous,
deconstructed and integrated into the flow of everyday life.
We call this behavior Shopping in the Flow - and it's already
changing the face of Shopper Marketing. Forever.
Shopper Marketing can't afford to lean heavily on
traditional in-store tactics. Our communications must
move closer to where today's shopper makes purchase
decisions, and that requires greater reach and precision.
The answer? Two words: