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The research library of POPAI serves to identify, preserve and make available research and insights of enduring value. POPAI’s aim is to make conditions suitable for access and to support research that will add to the literature of marketing at retail and shopper marketing and to elevate the medium on par with other marketing mediums.Access the research library. 

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White Paper: Precision, Prudence, and Passion « White Paper « Industry Resources « Downloads

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Version2009
Date postedNovember 30, -0001
Downloaded54 times
CategoriesWhite Paper

Description

Letås dispel the misnomer that shopper marketing is just in-store marketing. A growing number of shoppers “shopà in more places than just the store. So, contrary to popular belief,shopper marketing must be viewed as more than just marketing in-store.People used to walk into a store and buy a television, but times have changed. Today, a shopper may research TVs in magazines and online, browse a store circular delivered in the mail, go to the store, and while there check for online prices on a smartphone, maybe even order the set online, and pick it up in the store. Forrester Research predicts that by 2012, nearly50 percent of transactions will be executed with the consumer crossing channels. This trend represents a fundamental change in the way people shop, but there has been a dearth of insights for marketers to leverage.

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